Top Challenges
- Metrics scattered across multiple spreadsheets and systems
- No consistent month-to-month data tracking
- Limited visibility for leadership and board members
- Time-consuming manual reporting
- Difficulty identifying and acting on trends in donor behavior
The Virtuous Difference
- Unified key fundraising and engagement metrics in Virtuous Analytics
- Built an executive dashboard tracking seven core fundraising KPIs
- Leveraged the 2025 Virtuous Benchmark Report for comparison, goal-setting, and strategic refinement
- Empowered staff through Virtuous Academy training and standard report templates
- Gave the board clarity and confidence through real-time, visually engaging dashboards
Rescuing Hope and Redefining Health Through Data
At Agape International Missions (AIM), every decision connects back to one purpose: rescuing, healing, and transforming the lives of those impacted by sex trafficking. To sustain that mission, AIM needed to move beyond the limits of their existing data systems.
AIM used Virtuous Analytics (in Virtuous CRM+) to create dashboards centered on data from The 2025 Virtuous Benchmark Report, transforming their disconnected spreadsheets into real-time, executive-ready dashboards. Suddenly, leaders and board members could see the full picture of organizational health…clear metrics on retention, recurring giving, and donor growth. All in one place.
The results spoke for themselves: stronger alignment across teams, more data-driven decisions, and renewed confidence from AIM’s board in the strength and sustainability of their mission.
Building Better Dashboards to Drive Strategic Clarity
Before Virtuous, AIM’s reporting lived in disconnected spreadsheets and Google Docs. The process was inconsistent and time-consuming, often producing insights that could not be compared month over month.
They wanted to move on from relying on anecdotal instincts to evidence-based planning.
“We had a lot of one-off spreadsheets…[and] graphs that were…helpful to a degree, but nothing that was really measuring the same metrics over time.”
— Michelle Lundberg, CRM Administrator, Agape International Missions
Once they get started with Virtuous Analytics, AIM centralized fundraising data and established consistent, month-to-month dashboards to visualize progress and trends.
These reports now serve as the foundation for leadership discussions and strategic decisions across departments.
Learning and Implementing Virtuous Analytics
CRM Administrator Michelle Lundberg led the rollout of Virtuous Analytics at Agape International Missions (AIM). While she had experience with Excel, she had never used a platform like Virtuous Analytics before. Fortunately, Virtuous Academy courses, product guides, and responsive support made the transition manageable.
Michelle duplicated and adapted standard Virtuous reports, using them as a foundation to build AIM’s custom dashboards. Within six to eight weeks, the team was using the platform confidently and integrating data into fundraising and leadership meetings.
“I messaged the support people so much that I almost assume they know me by name! Having those supports in place was great.”
— Michelle Lundberg, CRM Administrator, Agape International Missions
Using the Benchmark Report to Create Executive Dashboards That Inspire Confidence
The team combined Virtuous Analytics with the Virtuous Benchmark Report to compare AIM’s data against sector averages and top-quartile performance. The report confirmed AIM was tracking well and revealed some opportunities for growth, especially in recurring giving and donor expansion.
“[The Virtuous Benchmark Report] gave us a temperature gauge to see where we’re doing well and where we can improve.”
— Michelle Lundberg, CRM Administrator, Agape International Missions
Leadership from across AIM collaborated to define what truly demonstrates organizational health. Using Virtuous dashboards, they focused on the seven metrics from the Benchmark Report: retention, average and median gift, donor expansion, recurring giving, portfolio balance, new donor acquisition, and donor lifetime value.
“Our board…has been super congratulatory on launching this dashboard. [It’s] given them a lot of confidence that…we are in a really healthy spot…[and we’re] doing the [right] things.”
— Emily Butler, Chief Strategy Officer, Agape International Missions
Having real-time visibility into these important fundraising metrics helped leadership confirm strategic priorities already in motion, such as investing more in recurring giving, with data to back up every decision.
Advice for Nonprofits Getting Started With Virtuous Analytics
Michelle encourages nonprofits to begin small: pick one meaningful metric, build a simple dashboard, and expand from there.
She emphasizes the importance of collaboration around data, encouraging nonprofits to bring their data and leadership teams together to review metrics consistently.
AIM’s leadership now reviews Virtuous dashboards quarterly to track metrics, celebrate wins, and pinpoint next steps, all from a shared system that connects every department to the same data.
“Having this dashboard and the benchmarks to show where we measure up has really given [our board] … confidence that we’re healthy and doing what we need to be doing.”
— Emily Butler, Chief Strategy Officer, Agape International Missions
Give Your Board and Leadership Confidence With Virtuous Analytics
At Virtuous, we believe that every nonprofit deserves data-driven insights, not just guesswork. The Virtuous Benchmark Report was built to surface the seven KPIs that define nonprofit resiliency. And with Virtuous Analytics, you can bring those insights to life inside your own data.
Measure against top-performing nonprofits. Build dashboards that move beyond anecdote and show your board, your donors, and your team exactly where you’re winning and where to focus next.
