How to replace missing values

Given is a basetable with a predictive variable max_donation that has the maximum donation someone has given over the last year. Some donors did not make a donation last year and hence have missing values for this value.

What is the best strategy to replace missing values in this variable?

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Possible Answers

Replace missing values in max_donation by 0.
press1
Replace missing values in max_donation by the median value of max_donation.
press2
Replace missing values in max_donation by the mean value of max_donation.
press3
Replace missing values in max_donation by the maximum value of max_donation.
press4