In 2025, nonprofits are navigating a landscape marked by economic and funding uncertainty, evolving donor expectations, and rapid digital transformation. Traditional fundraising approaches are falling short, and organizations must adapt to sustain and grow their impact.
The 2025 Virtuous Nonprofit Fundraising Benchmark Report will present critical insights to help nonprofit leaders understand and respond to these shifts. By analyzing giving data from 571 mid-sized US-based nonprofits, the report identifies key trends and strategies that can enhance fundraising effectiveness.
Here’s what you can look forward to with the upcoming release:
Key Trends to Watch
1. Retention and Relationship Building Are Essential
While donor retention saw a slight improvement, long-term giving growth remains challenged by flat net donation retention. Organizations need stronger post-gift and second-gift strategies, with a focus on nurturing existing relationships to boost giving over time.
2. Mid-Level Donors Are Driving Growth
There’s a notable shift toward increased giving from mid-level donors ($1,000–$10,000). This segment is proving to be a powerful growth engine, highlighting the need for intentional mid-level cultivation and tailored engagement strategies.
3. Digital and Lifetime Value Are Rising
Online donors gave larger gifts (+4.3%), indicating growing trust in digital experiences. At the same time, donor lifetime value increased despite a smaller donor base, underscoring the impact of deepening donor relationships and multi-channel engagement over simply acquiring new donors.
What’s Next
The full benchmark report will be released at the Responsive Nonprofit Summit, a free + virtual summit happening June 4-5.
The full report will provide comprehensive data and actionable strategies to help nonprofits adapt and thrive in this evolving environment. You can grab your free spot for the Responsive Nonprofit Summit to be one of the first to get the full copy of the 2025 Nonprofit Fundraising Benchmarks.
