Increasing average donations by resetting the default amount.
Project Overview
When we looked at the giving data, the pattern was clear. Big one time gifts were healthy. Monthly giving was stable, but most recurring donors sat at $25 to $35. The overall average gift was stuck at $49. The generosity was there. The problem was how the form was framing what a “normal” gift looked like.
The goal was not to pressure people into higher giving. The goal was to let the form itself reset the anchor for what a typical monthly gift looks like.
The previous default was $25. We changed it to $50. All other fields, layout, and flow stayed the same. Donors could still choose any amount they wanted.
The average donation moved from $49 → $80. The higher average held steady through year end campaigns and regular cycles. This was not a one time bump. It was a durable lift.
The Results
A small adjustment to the suggested amount created a long term increase in the average gift, without adding friction and without hurting participation. The ministry did not need a new campaign or a new product to see more support. It needed a better anchor on the form.
