Dynamic Amounts – Now Faster Than Ever

Boost donor giving without creating more work with Dynamic Amounts.

With recent speed and performance improvements, WinRed has made it easier than ever to personalize donation buttons and tailor asks based on each donor’s giving history, in real time.

And the results speak for themselves: as part of our suite of Personalization Features, Dynamic Amounts has been shown to increase average gift by 40%.

What are Dynamic Amounts?

Dynamic Amounts lets you show different suggested donation amounts on your fundraising pages depending on who the donor is—what they’ve given before, how often, or how recently. Instead of one-size-fits-all asks, you can:

Suggest amounts relative to a donor’s average gift
Offer lower asks to lapsed donors to re-engage them
Push higher amounts to large or frequent donors
Build on donors’ most recent gifts to encourage incremental increases

These customized asks feel more relevant to donors and tend to perform better than static donation buttons.

How to Make the Most of Dynamic Amounts

Dynamic Amounts gives campaigns the power to personalize donation asks based on donor behavior. Below are four practical ways to put this feature to work — each one designed to nudge donors in a way that maximizes engagement and giving.

1. Use Average Gift to Nudge Donors

With Dynamic Amounts, you can set donation buttons relative to a donor’s average gift. This allows you to nudge them slightly higher than what they typically give.

Create a Segment: Start by targeting anyone who has given at least once before (e.g., donors who gave at least one day ago).
Set Amounts: Choose Average Contribution as your baseline. Then, use multipliers to build donation buttons (starting at their average gift and working upwards).
Draw Attention: Combine this with the button animation widget to highlight the higher option you want them to choose.

Now, every donor in your segment will see donation buttons tied to their average gift, with a highlighted option nudging them upward.

2. Re-Engage Lapsed Donors

Lapsed donors often just need a lower barrier to re-entry. By adjusting donation buttons downward, you can re-ignite their giving.

Create a Segment: Identify donors who haven’t given in a while (e.g., 60+ days).
Set Amounts: Choose Average Contribution and assign multipliers less than 1 to create smaller asks than their usual giving.
Optional Boost: Pair with the button animation widget to draw attention to the re-engagement amount.

These donors are then presented with smaller, more approachable amounts, making it easier for them to return to giving.

3. Target Large Donors

For donors with a history of giving big, Dynamic Amounts lets you encourage even greater impact.

Create a Segment: Target donors who have given at least $2,000 in the last year — whether in one-time gifts or cumulatively.
Set Amounts: Choose Most Recent Contribution and scale upward with multipliers.

This ensures your most engaged, high-value donors see larger suggested amounts than their last gift, building on their proven generosity.

4. Build on Most Recent Gifts for High-Frequency Donors

Donors who give frequently are highly engaged — Dynamic Amounts helps you build on their momentum.

Create a Segment: Identify donors who’ve given at least 5 times in the last month.
Set Amounts: Choose Most Recent Contribution and multiply upwards to encourage a slightly larger gift than their last.

This way, frequent donors see personalized amounts tied to their latest giving history, making the ask feel natural and relevant.

Measure, Iterate, Win

Because things move faster now, you should:

Set a baseline — what was your conversion and average gift before applying Dynamic Amounts to a segment?
Test small changes in suggested amounts, or try new multipliers.
Compare over time — not just immediately, but over several days or weeks to account for donor behavior variance.

These are just a few ways to use Dynamic Amounts to personalize the donor journey. By segmenting intelligently and tailoring asks to behavior, you’ll see stronger engagement, higher retention, and more effective fundraising pages.

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