How to get higher gifts in rise of empires ice and fire?

In the alliance tab there is a gift section.

Every alliance have some gift level. The higher the level better the rewards. There are 2 types of gift you will get Normal & Rare. Normal gifts are from killing giants by alliance members.

Rare gift you will get when someone purchase something from game which also increase your gift level.

There are lots of different rewards in the game. In general the level of rewards you get from activities will increase with your castle level. Or your performance in the activity. Some rewards remain the same. Please specify what gifts you mean.