Glossary
Analytics & Forecasting

Average Gift Size

By: Alec Hollingsworth
Updated:  
July 16, 2025

Definition:

Average Gift Size is the mean amount donated per gift, calculated by dividing total donations by the number of gifts received.
Average Gift Size is a key fundraising metric that calculates the mean monetary value of donations received by a nonprofit over a specific period. It is determined by dividing the total amount of donations by the number of gifts received. This metric provides insight into donor giving patterns and helps organizations assess the effectiveness of their fundraising strategies. By monitoring average gift size, nonprofits can identify opportunities for increasing individual gift amounts, tailor donor engagement efforts, and set realistic fundraising goals. Regularly tracking this figure aids in understanding donor behavior and optimizing campaign performance to maximize impact.

Key Takeaways

  • Measures the mean value of donations over a period
  • Helps identify trends in donor generosity
  • Guides tailored fundraising strategies
  • Tracks campaign effectiveness

Why It Matters

It helps nonprofits assess giving trends and optimize fundraising strategies for increased impact.

Real World Example

A local animal shelter runs a year-end fundraising campaign and receives 200 donations totaling $20,000. By dividing the total amount raised by the number of gifts (20,000 ÷ 200), the average gift size is $100. The shelter notices this is higher than the previous year’s $85 average, indicating improved donor engagement or successful messaging. Using this information, the shelter decides to focus on cultivating mid-level donors, aiming to increase the average gift size further in the next campaign.

Frequently Asked Questions

How do you calculate average gift size?

Divide the total amount of donations received by the total number of gifts during a specific period.

Why is average gift size important for nonprofits?

It helps organizations understand donor behavior, assess fundraising effectiveness, and identify opportunities to increase donations.

Can average gift size vary by campaign?

Yes, average gift size can fluctuate depending on the type of campaign, donor segment, or fundraising strategy used.

How can Keela help track average gift size?

Keela automatically calculates and displays average gift size, making it easy to monitor trends and inform fundraising decisions.

Related Terms

Accessibility Compliance
Automation Trigger in a Nonprofit CRM
Board Member Profile
Bounce Rate
CAN SPAM Header
CASL Compliance

Are You Ready to Grow Faster and Raise More?

TALK TO US
EXPLORE KEELA'S PLANS