Average Gift Size
Mean monetary value of donations received in a period
What is Average Gift Size?
Average gift size is the average value of each donation. It shows how much supporters give per gift.
It affects how much income each supporter delivers, and comparing it across channels and segments can guide how to ask.
How this KPI is measured
- Function
- Fundraising & Income
- Sub-function
- Donor Development
- Industry
- Not-for-Profit / Charity
- Type
- Lagging
- Impact
- Revenue
- Unit
- $
- Measurement frequency
- Monthly / Quarterly
- Formula
- Total donation income / Number of donations received
How to calculate it
Divide total donation income by the number of donations received.
For example, if a charity received 900,000 across 30,000 donations, the average gift is 30.
Look at the median and the spread as well, since a few very large gifts can distort the average, and split by channel and donor type.
Where it is used
Setting ask amounts
Suggest suitable gift levels.
Comparing channels and segments
See who gives more.
Forecasting income
Combine with number of gifts.
How to improve it
Tips and common mistakes
- Do not pressure people into giving more than they can.
- Large gifts distort the average.
- Compare like channels.
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