The objective of this research was to analyse the effect of the perceived value of institutional gifts on the intention to remain at university, considering the mediating role of the perceived altruistic motive and the feeling of reciprocity. Using a quantitative approach and a non-experimental cross-sectional design, a survey was administered to 230 undergraduate students at the Catholic University of Santa María (Arequipa, Peru), selected by convenience. Validated instruments with 5-point Likert-type scales were used and analysed using Jamovi structural equation modelling. The most relevant result showed that the perceived value of the institutional gift has a significant direct effect on the intention to remain at university, in addition to an indirect effect mediated by the university's altruistic motive. In contrast, the feeling of reciprocity did not show significant mediation. It is concluded that institutional gifts can strengthen the bond with the university when they are interpreted as authentic gestures of commitment and recognition.