You have to make it tough enough to stand on its own.

By Jerry Huntsinger

But for nonprofits, it became a wimpy slip, designed primarily to fly the package through a window in the envelope.

However, writers who make a living creating nonprofit packages love the reply form. It’s their “edge” when competing against amateurs who see it only as a necessary evil.

After I’ve nailed down the offer and appeal, I create the reply device — before I even write the letter. It becomes a stand-alone mini-appeal and a benchmark for the rest of the package. I do this because my entire creative focus while I’m writing the package must be to “sell” the reply form — the offer, the premium, the financial challenge … whatever.