Fundraising campaigns are a lot of work, with plenty of things to think about. Of all the decisions you have to make, selecting paper weight may not seem that important, but research has shown that heavier stocks can increase the average donation, so it’s a detail not to be overlooked.
The research
A randomised control trial for Christian Aid found that using a heavier weight envelope increased the average donation by 16%. Ogilvy Consulting, who conducted the research, attribute this behaviour to ‘cost signalling’ with thicker paper increasing the perceived value of the envelope.
What it means for school fundraisers
You may worry that thicker stock will make your campaign appear too lavish. This is understandable, and you certainly don’t want to come across as having money to burn (gold foil may be a step too far!), but thinner may not be better.
Subconscious cues like this can change donors’ perceptions, encouraging them to take your message and the cause more seriously. Communicating ‘good quality’ can also convey that time and care has gone into your campaign, giving recipients confidence that the school values the cause and that its fundraising is professional.
The bottom line
Finer details can either help or hinder all the hard work you have put in. This example of behavioural science shows that our subconscious is always hard at work – paying attention to something as simple as paper weight could make a significant impact to your results.
