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

By Jerry Huntsinger

3) A re-statement of the appeal in headline form. For example, if you’re raising funds for a new ambulance, the reply device might have the headline: “A Mercy Ambulance.” Whatever characterized your mailing package should be repeated on the reply form. Then you can have some statement that more fully details the nature of the appeal, such as, “Here’s my gift for the Mercy Ambulance and for all the other emergency needs facing our rescue squad.”