The Virtuous Rescue Mission Benchmark Report 2025, produced in partnership with Masterworks, provides a detailed analysis of fundraising performance metrics for rescue missions from 2018 to 2024. Key findings include:
- Revenue Trends: General donor revenue has grown 33% over seven years, though growth peaked in 2021 and has since plateaued. Major donors now make up 64% of total revenue, highlighting their increasing importance.
- Donor File Shrinkage: Active donor counts have declined 4% since 2018, indicating struggles with both acquisition and retention, especially for large organizations.
- Retention Rates: Overall active donor retention is steady at 50%, while mid-level donors ($500+) have a stronger 78% retention rate. Long-term (third-year+) donors retain at 72%.
- New Donor Acquisition & Conversion: New donor volume has decreased 8% since 2018. Only 16% of new donors make a second gift within the same year, pointing to a major opportunity for improvement.
- Reactivation: Reactivation of lapsed donors is more effective than new acquisition, with higher long-term retention rates.
- Annual Revenue per General Donor: Increased steadily, reaching $627 in 2024, up from $468 in 2018.
- Recommendations: The report emphasizes investing in donor stewardship, improving donor retention (especially in years 1 and 2), and balancing donor acquisition with long-term value cultivation.
Overall, the report provides strategic guidance and performance benchmarks to help rescue missions strengthen donor relationships, improve revenue sustainability, and adapt to economic shifts.
