Small Gifts, Big Impact: How do you compare to the industry average small gift value?

What if we told you that a seemingly small increase in your average gift value could lead to a significant boost in your overall fundraising efforts?

Our latest Fundraising Fitness analysis has revealed an intriguing insight: the industry average for small gift value stands at £8.30. This figure serves as a crucial benchmark for charities to evaluate their own performance; it opens up a conversation about the potential for growth and optimisation in fundraising strategies.

Consider a hypothetical scenario: What if your charity could increase its average small gift value from £8.30 to £10?

The Impact of a £1.70 Increase:

1. Percentage Increase: This seemingly slight increase equates to a significant 20.5% boost in the average small gift value, underlining the potential impact of your actions.
2. Scalability: For every 1,000 small gifts, this increase would result in an additional £1,700 in donations.
3. Annual Impact: If your charity receives 10,000 small gifts annually, you're looking at a potential £17,000 increase in fundraising - without acquiring a single new donor.

The question then becomes: How can charities achieve this increase?

Strategies to Boost Your Average Small Gift Value:

1. Optimise Suggested Donation Amounts: Experiment with the suggested amounts of your donation form. Sometimes, a small nudge can make a big difference.
2. Enhance Your Impact Messaging: Clearly communicate what different donation amounts can achieve. Help donors visualise the impact of their giving.
3. Implement Smart Rounding: Encourage donors to round up their gifts to the nearest pound or even five pounds.
4. Personalise Ask Amounts: Use email segmentation to tailor suggested donation asks based on a donor's giving history.
5. Highlight the Power of Small Increases: Educate your donors on how a small increase in their giving can significantly impact your cause.
6. Streamline the Giving Process: Ensure your donation process is seamless and user-friendly, reducing friction that might lead to smaller gifts.
7. Test and Iterate: Continuously A/B test different approaches and refine your strategy based on what resonates with your donor base.

The goal isn't to pressure donors into giving more than they're comfortable with. Instead, it's about optimising your fundraising approach to unlock the full potential of your supporters' generosity, ensuring a positive donor experience.

Ask yourself:

How does your average small gift value compare to the £8.30 industry average?

What would a slight increase in your average small gift mean for your annual fundraising total?

How can you balance the push for higher average gifts with maintaining a positive donor experience?

Optimising your average gift value can increase immediate donations while setting the stage for long-term, sustainable fundraising growth.

We'd love to hear your thoughts and experiences. Is your charity approaching the challenge of increasing average gift values?