In the 2025 Healthcare Nonprofit Benchmark Report, we analyzed giving data from 62 mid-sized healthcare organizations to uncover the top trends and performance benchmarks shaping the sector.
During a recent webinar, Carly Berna (Virtuous), Jessica Woodard, and Leah Davenport Fadling (Allegiance Group + Pursuant) unpacked what these insights mean for fundraisers facing a challenging landscape, and how healthcare nonprofits can act on them.
This blog highlights three critical findings from the report that every healthcare nonprofit should consider in 2025. To dive deeper into the full conversation and explore next steps tailored to your team, be sure to watch the full webinar above.
Retention is the Healthcare Sector’s Greatest Opportunity
Healthcare nonprofits continue to underperform in donor retention, landing at a 40% gross retention rate, compared to the 50% average across all sectors. First-to-second gift retention is even more alarming at just 23% (versus 34% industry-wide).
Why does this matter? Because every new donor acquired represents a major investment. When 76% of donors never give again, it creates a constant cycle of attrition that drives up acquisition costs and strains team capacity.
Actionable Takeaway:
Build and measure a robust new donor welcome series. Triggered emails, thank-you calls, and follow-up messaging within the first 30–60 days after the first gift can meaningfully improve second-gift conversion.
Recurring Giving Is the Sector’s Most Undervalued Channel
Only 3% of healthcare nonprofit revenue came from recurring gifts in 2024, well below the 13% benchmark across other verticals. Given the emotional and urgent nature of many healthcare gifts, most giving remains episodic.
Monthly giving programs dramatically increase donor lifetime value, stabilize cash flow, and reduce reliance on seasonal campaigns.
Actionable Takeaway:
Launch a branded, named monthly giving program. Use the moment of generosity to present recurring giving as the default or preferred option.
Online Giving Is Growing, But Needs Optimization
Healthcare nonprofits saw a 6% year-over-year increase in average online gift size, reaching $125 per digital transaction. This outpaces the industry-wide average of $122. However, both average and median gift amounts have otherwise stayed flat.
Actionable Takeaway:
Audit your online donation experience. Use your median gift amount to inform ask arrays and test smart upgrade prompts. Use impact-driven storytelling to motivate larger gifts.
From Insight to Action
If you’re a healthcare fundraiser looking for traction in 2025, these three benchmarks offer some of the most practical levers to pull. Importantly, they’re all connected. Improving second gift conversion boosts LTV. Launching a recurring program stabilizes revenue. Optimizing online giving enhances generosity without increasing team workload.
Responsive fundraising gives healthcare nonprofits the tools to act on these insights: not just to reach more donors, but to build relationships that last.
Ready to benchmark your organization? Download the full 2025 Healthcare Nonprofit Benchmark Report and complete the free Health Check Tool to see how your data stacks up.
Ready To Take the Next Step?
Ready to see how Virtuous could work for your team? Whether you’re mid-evaluation or just exploring, we’d love to help you explore what’s possible. Schedule your personalized demo today.
