Average gift size grows most reliably when the ask amount is personalized to each donor's actual giving history and capacity, rather than a single suggested amount applied across the board. Catapult's AF Connect program builds individualized ask amounts from five-year giving history for exactly this reason.
Documented results bear this out: Catapult's AF Connect program lifted average gift size by 39% for Special Olympics of Indiana, and Donor Engagement programs have produced 20-30% average gift growth at renewal.
Genuine cultivation before the ask, not just a bigger number on the appeal, is what makes a larger ask land. A donor who has been thanked, engaged, and shown real impact is far more receptive to an upgraded ask than one who receives an unexplained higher number in the mail.
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