Benchmarking Donor Data

In this episode of The First Day from The Fund Raising School, host Bill Stanczykiewicz, Ed.D., sits down with Carly Berna, Vice President of Marketing (and the impressively titled “Fundraiser in Residence”) at Virtuous. Carly shares findings from the latest Virtuous Benchmark Report, a treasure trove of data gleaned from over 570 nonprofits using the platform for at least three years. The result? A layered look at donor trends across sectors and revenue sizes, from faith-based orgs to human services, all the way from scrappy sub-million-dollar shops to the $10M+ fundraising heavyweights. “Flat doesn't mean bad,” Carly notes, sometimes staying steady means you’ve weathered the storm. Bill and Carly dig into the meaty data highlights, starting with online giving. The average online gift increased by $5 in the last year and is up a whopping $22 since 2020, showing just how powerful digital channels are becoming, no surprise given Boomers are now a driving force online (61% of them give that way!). Meanwhile, Carly waves the mid-level donor flag with pride, celebrating growth in this oft-ignored group. Nonprofits are learning not to put all their donor eggs in one major gift basket. The conversation turns to recurring giving, a favorite of sustainability-minded fundraisers everywhere. While the average nonprofit sees 13% of their revenue coming from recurring donors, Virtuous’ top quartile of performers boasts a hefty 33%. Donor retention is also slowly rebounding post-pandemic, reaching a six-year high of 50%. But Carly urges listeners not to settle, “Top performers hit 67%, so shoot for the stars!” Finally, the duo dives into donor acquisition and lifetime value. New donor acquisition is slipping, now around 30%, but those who do give are investing more over time, with average donor lifetime value rising to $784. Carly’s message is clear: nonprofits need to be smart, not just generous: track your data, find your gaps, and don’t just pat yourself on the back for being average. With the right balance of stewardship, segmentation, and sustainability, nonprofits can build donor relationships that last longer than most gym memberships.