Just Slightly Contrarian: Oh, Woe to the Wimpy Reply Device

I’m seeing reply forms these days that are 81⁄2 inches by 11 inches! And, sure, the nice folks in the mailroom will send a petition to the executive director. But what’s the purpose of the package? To keep the mailroom staff happy or to raise money?

Random thoughts
* The basic question you must ask yourself before you design the reply device is this: “Exactly what do I want the donor to do?” And once you have the answer to that question, your reply device must carry it out. It isn’t simply a matter that you want the donor to send money, but you want the donor to send a certain amount of money, for a certain project, for a certain reason, for a certain premium, to reach a certain goal. For example, the following statement meets the basic requirements: