The Rebbe set the price of a letter in the Torah scroll as one dollar or its value in local currency. The Rebbe also emphasized the importance of the child's role in purchasing a letter in the Torah. It was not enough for his parents to buy it for him. If the child was old enough, he had to use his own money and a letter detailing his age, his Jewish name, his mother's Jewish name, family name, and write his address himself. This way, he would value this acquisition all the more and would be encouraged to participate in an exercise of unity. Even small babies could play a role by being present when their parents filled out the form, because "whatever a baby sees and hears (even at one day old) remains in his memory afterwards."

The Rebbe paid special attention to the sensitivities of young children by directing that they should only be told which Parshah (Torah portion) contained their letter rather than knowing exactly which letter they had been given. Although every letter in the Torah is holy, it is possible that some children would be upset if they knew that their letter was part of a word which had an apparently negative connotation, such as one of the Divine Rebukes in the book of Devarim (Deuteronomy). The letters are to be allocated by lottery.

The Rebbe asked for certificates to be issued to the children who had purchased letters because, "this will make it special and important to them. When they see this certificate they will hang it on the wall to show it off to their friends, who will then be inspired to buy a letter in the Torah scroll." The Rebbe was very involved in the design of these certificates, specifying that a picture of the Western Wall be put on the right instead of the left side and that a picture of Rachel's Tomb should be featured on the left rather than the right side of the certificate.

The Rebbe also directed that ten adults (including the rabbis and scribes involved) should purchase a letter in each Torah scroll so that there would not be any halachic problems with a Torah scroll whose letters were bought exclusively by minors.