According to a recent LinkedIn post from Virtuous, the company is promoting its 2026 Nonprofit Benchmark Report based on data from 771 nonprofits and seven key fundraising metrics. The post emphasizes a shift in nonprofit fundraising performance from acquiring more donors toward generating greater value from existing donors already in organizational databases.
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The LinkedIn post highlights that overall donor retention appeared flat and second-gift conversion reportedly declined, yet donor lifetime value increased by nearly 18%. The post attributes this gain to remaining donors giving more frequently and at higher amounts, suggesting nonprofits may be focusing more on deepening relationships with existing supporters than expanding their donor counts.
For investors, the content suggests that Virtuous is positioning its platform and analytics around maximizing donor lifetime value and optimizing engagement with current donor bases. If nonprofits increasingly prioritize data-driven strategies to deepen donor relationships, demand for tools that support segmentation, retention analysis, and personalized engagement—capabilities typically associated with Virtuous—could strengthen.
The report promotion also indicates an ongoing thought-leadership and content-marketing strategy aimed at making the company a reference point for fundraising benchmarks. This approach may help Virtuous enhance brand visibility among nonprofit decision-makers, potentially supporting customer acquisition and upsell opportunities, although the post does not provide direct information on revenue impact or adoption metrics.
From an industry standpoint, the benchmarks described in the post point to a fundraising environment where volume metrics such as donor count are less predictive than value and engagement metrics. This trend could favor software providers that enable nonprofits to measure and act on donor behavior at a granular level, which may reinforce Virtuous’s competitive positioning in the nonprofit CRM and fundraising technology market.