Webinar Follow-up: An Hour With Roger Craver

Q: How critical is the type of paper used for the letter? Our organization always wants to use watermarked, four-color letterhead on everything that goes to donors. Can you comment on this?
RC: Your organization should cut out the expensive paper and use the savings to give you a raise for bringing up the question. Almost NEVER does the quality of stock make a meaningful difference in response or average gift. In fact, in some packages — urgent ones, action ones — “cheap” paper connotes speed and urgency. Watermarked paper connotes luxury and leisure.