Virtuous logo

Virtuous

Challenger#7 in Government, Defense & Nonprofit

Responsive fundraising CRM for nonprofits with behavioral donor engagement scoring; automated personalized donor journeys competing with Bloomerang and Salesforce NPSP for 600+ organizations.

Best for: Responsive Fundraising CRM
67
AI Score
Grade B
AI Visibility Score (Beta)
Government, Defense & NonprofitResponsive Fundraising CRMWebsiteUpdated March 2026

Brand Intelligence Graphcompany

Products
Capabilities
Responsive Fundraising CRM

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.

Founded
2014
Curated content • Fact-checked and verified

Recent Activity

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blog_post
How to Build a Donation Page That Drives More Gifts

Donation Page TL;DR: Let’s talk about your donation page.  If a donor makes it all the way to your website giving page, so much of the legwork has already been […] The post How to Build a Donation Page That Drives More Gifts first appeared on Virtuous Software .

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Why “Human in the Loop” Is No Longer Enough for Nonprofit AI

TL;DR: One month ago, I stood on a stage in Dallas to close out day two of our Respond conference, the one week each year when our customers come together […] The post Why “Human in the Loop” Is No Longer Enough for Nonprofit AI first appeared on Virtuous Software .

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Partner Announcement: Instrumentl Summer Launch

The following blog is a re-posted article from our partners at Intrumentl. The new Instrumentl Discover turns prospecting into a conversation. Describe your program in plain language, then refine your […] The post Partner Announcement: Instrumentl Summer Launch first appeared on Virtuous Software .

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How Nonprofits Can Make the Most of Corporate Matching Gifts

TL,DR:  Nonprofits leave  $4-$7 billion on the table each year in underutilized corporate matching gifts. [1] Why? Two things drive this gap:  But the programs continue to grow, with more […] The post How Nonprofits Can Make the Most of Corporate Matching Gifts first appeared on Virtuous Software .

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Building Product-Centered Donor Experiences

TL;DR: If you lead marketing or fundraising at a nonprofit, you already feel the squeeze. Donors have less attention to give, more places to give it, and a credit card […] The post Building Product-Centered Donor Experiences first appeared on Virtuous Software .

8-K
8-K — FORM 8-K

Material Event filed 2026-06-10

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What Nobody Tells You About Being a Nonprofit DBA

TL;DR: The Job Nobody Sees I spent fifteen years in Advancement Services in Higher Education before moving into product marketing. In all that time, I never once heard someone at […] The post What Nobody Tells You About Being a Nonprofit DBA first appeared on Virtuous Software .

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Stop Guessing. Start Testing. Introducing A/B Testing in Virtuous Raise.

TL;DR: When Optimization Feels Like Guesswork Most donation pages are built once and left alone. Your team works hard to get the layout right, the ask amounts set, the copy […] The post Stop Guessing. Start Testing. Introducing A/B Testing in Virtuous Raise. first appeared on Virtuous Software .

8-K
8-K — FORM 8-K

Material Event filed 2026-06-09

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Building a Better Way to Fundraise

TL;DR The numbers on your dashboard might still look fine. But the work feels harder than it used to. Retention keeps sliding, more of your revenue rides on fewer donors, […] The post Building a Better Way to Fundraise first appeared on Virtuous Software .

blog_post
How To Adopt AI Without Destroying Your Culture

TL;DR Most nonprofit teams are running two conversations about AI at once.  Until leaders deal with the quiet conversation, the loud one goes nowhere. That’s the core of a recent […] The post How To Adopt AI Without Destroying Your Culture first appeared on Virtuous Software .

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5 Top Themes From the 2026 Rescue Mission Benchmark Report

TL;DR If you lead fundraising at a rescue mission, you already know the work doesn’t leave much room for stepping back. Most weeks fill up with campaign deadlines, donor calls, […] The post 5 Top Themes From the 2026 Rescue Mission Benchmark Report 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

67
→ Stable

Based on estimated brand signals. Historical tracking coming soon.

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