Brand Intelligence Graphcompany
Company Overview
About Virtuous
Virtuous is a nonprofit CRM and fundraising platform designed specifically for nonprofits that want to build genuine donor relationships rather than just process transactions — providing donor management, email marketing, event management, and automation workflows informed by behavioral signals and engagement scoring. Founded in 2014 by Gabe Cooper in Phoenix, Arizona, Virtuous has raised approximately $30 million and serves over 600 nonprofit organizations across faith-based, healthcare, education, and social service sectors who want a more relationship-focused alternative to traditional nonprofit CRMs.
Business Model & Competitive Advantage
Virtuous's "Responsive Fundraising" philosophy guides the product — instead of blasting all donors with the same email campaigns, Virtuous tracks each donor's engagement signals (email opens, giving frequency, event attendance, volunteer hours) and surfaces recommendations for when and how to communicate personally with each donor. The CRM provides a full donor profile showing relationship history, communication preferences, and giving patterns that help major gift officers prepare for donor conversations. Automated journeys can send personalized thank-you sequences, impact stories, and renewal appeals based on each donor's giving anniversary and engagement level.
Competitive Landscape 2025–2026
In 2025, Virtuous competes in the nonprofit CRM market against Salesforce NPSP (Nonprofit Success Pack), Bloomerang, Blackbaud Raiser's Edge, and NeonCRM for donor management platform share. The nonprofit CRM market is undergoing a shift — Salesforce NPSP requires significant customization expertise while Blackbaud's legacy platforms are showing age, creating opportunity for modern purpose-built alternatives. Virtuous's 2025 strategy focuses on expanding its AI capabilities for donor intelligence (predictive giving propensity scoring), growing its integration with text messaging and direct mail platforms, and adding capacity for corporate foundations and grant-making programs.
Recent Activity
View all →End-of-year bustle doesn’t always lend itself to getting creative in fundraising campaigns. But when Giving Tuesday rolls around, sending out the same copy/pasted emails from last year just won’t cut […] The post 8 Helpful Giving Tuesday Email Examples to Inspire Your Campaign first appeared on Virtuous Software .
TL;DR: The Portfolio Problem Most MGOs carry a mental shortlist of around 20 donors. Those are the relationships that get consistent attention. Everyone else in the portfolio, mid-level donors, lapsed […] The post The AI Engagement Planner in Momentum: A Strategy for Every Donor in Your Portfolio first appeared on Virtuous Software .
You’ve probably heard of Giving Tuesday. But have you heard of DAF Day?  DAF Day is a new national day of giving that promotes the use of donor-advised funds (DAFs) […] The post DAF Day 2026: 7 Reasons Your Nonprofit Should Join the Movement first appeared on Virtuous Software .
TL;DR So, you’re thinking about switching to Virtuous CRM+.  Whether you’re… → Coming from a legacy CRM that you can’t wait to shed → Or still questioning if it’s even […] The post What to Expect: Everything You Need to Know About Migrating to Virtuous CRM+ first appeared on Virtuous Software .
TL;DR: A Different Approach to Wealth Screening All gift officers strive to know their donors personally…what they care about, why they give, important personal details about their lives. But at […] The post Introducing Wealth Scoring in Momentum: A Capacity Profile for Every Donor first appeared on Virtuous Software .
TL;DR: Planned giving has a reputation problem at smaller nonprofits. It sounds like something universities and hospital systems do, with a dedicated officer, outside counsel, and a glossy brochure explaining […] The post How to Launch Planned Giving at Your Nonprofit first appeared on Virtuous Software .
TL;DR: Let’s be honest: Adding someone’s name to the front of an email doesn’t really count as “personalized” anymore.  We’ve all been on the receiving end of those emails. And […] The post What is the Best AI Email Marketing Software for Nonprofits? – Top 5 Choices first appeared on Virtuous Software .
TL;DR Today’s donors interact with organizations across many different places: email, direct mail, websites, events, social platforms, phone calls, and increasingly, text.  Keeping up with that requires a plan. Responsive […] The post What Role Does Texting Play in the Responsive Fundraising Toolkit? first appeared on Virtuous Software .
TL;DR: The Blank Page Problem Writing personalized donor outreach is one of the most time-consuming parts of a fundraiser’s day. Every email means pulling up giving history, remembering the last […] The post Introducing Generative AI Emails in CRM+ Powered by Momentum first appeared on Virtuous Software .
TL;DR Years ago I sat in a conference room with a printed list of names a model had ranked. That work eventually became two patents. At the time it was […] The post The Twenty You Know: What Happens When Donor Knowledge Stops Being Rationed first appeared on Virtuous Software .
TL;DR According to data from the Center for Sustainable Giving…. Plenty of recurring giving programs hit the same wall. The gifts keep coming in, retention looks healthy on paper, and […] The post How to Spark Growth in Your Recurring Giving Program first appeared on Virtuous Software .
TL;DR End of year giving is the heaviest stretch of your fundraising year. But we all know it’s also one of the toughest times to focus and get creative. By […] The post 12 Ultimate End of Year Giving Campaign Ideas for Nonprofits first appeared on Virtuous Software .
Key Differentiators
Strong Challenger
Virtuous is an established challenger with significant market presence and competitive offerings in Nonprofit Tech.
Top 10 Ranked
Ranked #7 in the Nonprofit Tech category, among the industry's best.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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