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

By Jerry Huntsinger

But wait. After making that decision, the donor might put the reply device and envelope in a little pile of other bills to be paid. Then he finds it when he goes back to the pile — perhaps many days later.

By then there might not be such an emotional connection — no letter, no graphics. Just a tiny, naked and often ugly slip of a paper. What comes next? The trash can. On to other bills to be paid.