The 2025 Human Services Benchmark Report, created in partnership with GoFundMe Pro, offers a clear view into what’s working for human services nonprofits. The data was pulled from 261 midsize human services organizations using the Virtuous platform and uncovers critical insights into donor retention, gift trends, and acquisition.
In the webinar above, we unpacked the data behind the report, exploring what it tells us about donor behavior, revenue trends, and team priorities.
For nonprofit leaders who want to grow generosity without overwhelming their team, these insights offer a starting point for better fundraising outcomes. Below, we’ll share three core findings from the report.
1. Donor Retention Is Rising, But Still Needs Attention
49% donor retention across human services nonprofits marks a small but encouraging increase from last year’s 48.6%, especially in today’s challenging economic landscape.
Why it matters:
- Retention is more cost-effective than acquisition.
- Recurring revenue strengthens forecasting and strategic planning.
That said, nearly half of donors still don’t return. The real opportunity? Spotting early signs of donor disengagement and re-engaging supporters before they lapse.
Action step: Use tools like pre-lapse triggers, second-gift automation, and channel-specific tracking to personalize outreach and close the loop on impact.
2. Online Giving Is Stronger Than Ever
The average online gift grew to $125.30, outpacing the industry average of $122 and marking a modest but meaningful increase from 2024.
This signals two things:
- Donors are increasingly comfortable giving online.
- A smooth, trustworthy digital experience is now essential.
While the overall average gift ($122) and median gift ($44.36) for human services nonprofits were slightly lower than other sectors, that gap presents opportunity.
Action step: Run a gift array audit. Use average and median gift data to anchor donation amounts across your channels. Pair those asks with tangible impact stories to increase conversion.
3. Donor Acquisition Is Declining, Making Retention More Important
New donor acquisition dropped from 34.66% in 2024 to 28.79% in 2025, in line with industry-wide averages but still concerning for long-term growth.
At a time when acquiring new donors is getting more expensive and less predictable, retaining the ones you already have is no longer optional — it’s a strategic necessity.
Action step: Evaluate your acquisition by channel, not just volume. Know your cost per donor and pair that data with donor lifetime value (LTV) to make better budget decisions.
Final Thoughts
The 2025 Human Services Benchmark Report reveals that donor retention is improving, online giving is on the rise, and donor acquisition is becoming more challenging, making retention and lifetime value more important than ever.
Responsive Fundraising is how nonprofits turn these insights into action. By listening to donor signals, connecting across channels, suggesting relevant next steps, and learning from data, responsive teams grow giving more effectively.
Ready to benchmark your organization? Download the full 2025 Human Services Nonprofit Benchmark Report to explore all seven metrics 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.
