The American Express Charitable Gift Survey , released late last year in partnership with the Center on Philanthropy at Indiana University , sought to answer two key questions: “How do people give online?” and “How much do they give per donation?” The study reports that the average gift size is $172, but most gifts are less than $100, suggesting that most nonprofits rely on large numbers of small donors rather than on the headline-making major bequests. Six percent of donors give online, and there
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