Save Time: Get 5 Simple Writing Tips
you can put to use in 10 minutes
An Effective Response Device: Top Tips to Make Sure Yours Works
Award-winning writer Kathy Widenhouse has helped hundreds of nonprofits and writers produce successful content , with 750K+ views for her writing tutorials. She is the author of 9 books. See more of Kathy’s content here.
Updated 6.17.25
A response device is a document that donors use when they send your organization a gift.
The most effective one is a separate insert in a fundraising package, newsletter or promotion (a tear-out requires more work from your prospect). Good response devices are ...
- worded from the donor’s point of view, rather than yours
- clean and concise
- convenient and easy to read
Here's how to write key elements of your device.
The headline
Emphasize a single, main benefit in your headline – one that matches the theme threading its way through your letter. Personalize the headline by using first-person language – my, me, and I – as if the prospect is personally telling you about his decision to partner with you: “Here’s my gift to provide clean water to suffering children in Uganda.” Language like this gives your entire package (carrier, letter, inserts, device) a conversational, back-and-forth feel.
Response statement
Word this brief statement, placed right below the headline, as if the donor is responding to you in a conversation. Include additional benefits that will result from the donor’s gift. “Yes, Rick – I want to make sure Ugandan villages have wells that provide clean water for drinking, cooking, and bathing. Here is my generous gift of …”
Gift array
Suggest a range of amounts in an open-box or bubbled, bulleted list, allowing the donor to select her gift amount. If your mailing list is segmented and flagged, you can specify a gift to match or upgrade the prospect’s previous giving record. And always include “Other $______” in your bulleted list, so a donor can choose a gift amount not suggested.
Giving options
Offer several ways donors can give – checks, credit cards, online giving, monthly electronic drafts. And make sure you emphasize your nonprofit status by the reminder that “your gift is tax-deductible.”
Your contact information
Feature your organization’s name, address, phone number, email, and web address clearly on your response device. Yes, this sounds intuitive. But if a prospect realizes she’s misplaced your return envelope, and there’s no contact information on your response form, chances are slim that she’ll track down where to send her check – and you’ll lose a gift.
Other partnership opportunities
Consider listing planned giving, monthly giving, in-kind giving, and volunteer opportunities.
"Thank you"
You can’t say it enough. Even on a response device.
More on copywriting elements in nonprofit copywriting
Essential copywriting elements for powerful nonprofit copywriting ...
Using headlines: does your headline do its job?
Using anecdotes: how to capture readers with a slice of life ...
Using testimonials: how to harness the power of a testimonial ...
Using subheads: 6 secrets to effective subheads ...
See more tips on our Fundraising Writing Pinterest Board...
Return from An Effective Response Device to Nonprofit Copywriter home
As an Amazon Associate I earn from qualifying purchases.
Share This Page
Named to 2022 Writer's Digest list
BEST GENRE/NICHE WRITING WEBSITE
Stop Wasting Time!
Grab your exclusive FREE guide, "5 Simple Writing Tips You Can Put to Use in 10 Minutes or Less"
Subscribe To This Site
