--- title: RKD's 2025 Health & Hospitals Mid-Year Benchmark image: https://info.rkdgroup.com/hubfs/HH%20-%20Featured%20Image%20300x175.png --- Theme + Migration = $1489 (Pay for the Theme Only). [Learn More.](https://www.lpd-themes.com/migration) [![logo-rkd](https://info.rkdgroup.com/hubfs/Assets/logo-rkd.svg "logo-rkd")](https://rkdgroup.com/) [![logo-rkd](https://info.rkdgroup.com/hubfs/Assets/logo-rkd.svg "logo-rkd")](https://rkdgroup.com/) [![logo-rkd](https://info.rkdgroup.com/hubfs/Assets/logo-rkd.svg "logo-rkd")](https://rkdgroup.com/) [![logo-rkd](https://info.rkdgroup.com/hubfs/Assets/logo-rkd.svg "logo-rkd")](https://rkdgroup.com/) # 2025 Health & Hospitals Mid-Year Benchmark Table of Contents #### [Introduction](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Introduction) - [A note from RKD's Marketing Science Team](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Note) - [Top takeaways](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Takeaways) - [RKD's recommendations](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Recommendations) - [About the report](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#About-report) #### [Key Performance Indicators (KPIs)](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#KPIs) - [Revenue](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#revenue) - [Revenue: Including $10,000+ gifts](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Revenue-gifts) - [Active donors](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Active-donors) - [Revenue per active donor](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Revenue-per-active-donor) - [Average gift](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Average-gift) - [Gift frequency](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Gift-frequency) #### [Acquisition and reactivation](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Reactivation) #### [Monthly giving](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Monthly-giving) #### [See how other sectors performed](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Other-sectors-performed) #### [About RKD Group](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#About-RKD)   # Introduction Through the first half of 2025, health organizations and hospitals have faced both challenges and opportunities. Economic pressures, shifting donor behavior and rising acquisition costs have made it harder to grow different audiences. At the same time, loyal supporters and relational giving continue to provide a strong foundation that sustains your critical work. From digital fundraising and monthly giving to major gifts and multichannel approaches, we’ve seen encouraging signs of progress. By looking across the sector, we can identify trends that one organization could not find on its own. This expansive view offers clarity on where to focus our efforts for growth across our programs. RKD’s mid-year benchmark report offers a data-driven snapshot of fundraising performance from seven health organizations and hospitals across the United States—including approximately 1.2 million donors. This resource provides valuable insights into donor behavior, revenue trends and opportunities for strategic growth. The data offers strategic guidance to help plan effectively while sustaining the vital mission of supporting those on the front line of medical research, treatment and hospital care. *—Lianne Raices, Senior Vice President, RKD Group* ## A Note from RKD's Marketing Science Team   --- ## Here is a look at our top 3 takeaways:   1 Year-to-date revenue grew Looking at giving under $10,000, health and hospital organizations have continued to moderately grow, with year to date (YTD) revenue having increased 2.4% from 2024 to 2025. 2 Fewer donors are giving more Active donor files decreased slightly, by 4.6%, but revenue per active donor grew 7.3%. This affirms the continuing trend of fewer donors giving more. 3 Relational giving remains steady Major gifts (those of $10,000 or more) comprised 89% of total revenue, while mid-level giving represented just 4% of all revenue. All relational giving of $1,000+ gifts has remained consistent since the COVID-19 pandemic at over 90% of all revenue―marking a unique strength for the health and hospital benchmark. (Note: Mid-level and major gifts typically skew higher for health organizations. For these benchmarks, our analysts applied standard breakouts across all nonprofits.) --- Based on this benchmark data, RKD’s strategy and decision science experts developed three recommendations for health and hospital organizations going forward:    ***1.   Prioritize stewardship* ** Stewardship is essential at every level of giving. Focus on retaining those you have in your corner, especially multi-year donors, who make up 25% of active donors and contribute 40% of revenue under $10,000.    ***2.   Grow monthly sustaining donors  *** Health organizations and hospitals have made some progress growing their monthly donors, who now account for about 3% of giving under $10,000. While sustainers make up a small yet expanding audience, there’s more room to grow.  Average gift increased by 6.1%, while gift frequency increased by 1.1%. This points to an opportunity for growth for sustaining programs, a chance to raise a donor’s frequency of giving.    ***3.   Grow mid- and major giving   * ** For the first half of this year, major gifts represented 89% of revenue and the large majority of giving for this vertical. As we approach the holiday season, consider how you’re building a pipeline from direct response to mid-level and major giving. With more strategic relationship building, both segments have strong potential for continued growth.    --- ## About the report What we measured  The 2025 Health and Hospitals Mid-Year Benchmark Report contains full-file data from seven RKD health and hospital clients across the United States, representing data from January 1, 2020, to June 30, 2025. This data includes metrics such as total revenue, active donors, average gift and gift frequency. Contributions of $10,000 or more were excluded (except where noted) to prevent skewing results by major-giving efforts.    ## Key Performance Indicators (KPIs) - [Revenue](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#revenue) - [Revenue including $10,000+ gifts](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Revenue-gifts) - [Active donors](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Active-donors) - [Revenue per active donor](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Revenue-per-active-donor) - [Average gift](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Average-gift) - [Gift frequency](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark#Average-gift) ### Revenue up 2.4% From FY24 to FY25, revenue from gifts under $10,000 increased 2.4% year to date. YTD revenue has remained steady over the past few years.  ### Revenue including $10,000+ gifts up 23.5% Year to date, revenue including major gifts ($10,000+) grew 23.5% from 2024 to 2025. For 2025 thus far, major gifts represent 89% of revenue, mid-level gifts ($1,000 - $9,999) 4% and general gifts 7%.  ### Active donors down 4.6% FY24 to FY25 YTD, the number of active donors decreased 4.6%. Paired with the rising revenue, this decline in donors supports the trend of fewer donors giving more.  ### Revenue per active donor up 7.3% For gifts under $10,000, the revenue per donor grew 7.3% from 2024 to 2025 YTD. It’s great to see this metric increase year after year.  ### Average gift up 6.1% The average gift grew 6.1%, or $5.00, from FY24 to FY25 YTD. It’s encouraging to see continuous growth over the past four years.  ### Gift frequency up 1.1% Comparing the first half of 2024 to that of 2025, gift frequency has increased by 1.1%. This change of .02 is minimal yet positive.    ## Acquisition and reactivation ### New and activated donors down 5.6% New and reactivated donors decreased by 5.6% from 2024 to 2025 YTD. Engaging with donors and reengaging with those who have been lapsed 25+ months are challenges and areas for improvement.    ## Monthly Giving ### Recurring revenue up 214.6% From FY24 to FY25 YTD, revenue from monthly sustainers increased nearly 214.6%. The number of recurring donors has increased year to date from 2016 to 2025, while recurring revenue has fluctuated year to year.    ### See how other sectors performed Access Report [Animal Care](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark) Access Report [Food Bank](https://info.rkdgroup.com/rkd-2025-food-bank-mid-year-benchmark) Access Report [Missions](https://info.rkdgroup.com/rkd-2025-missions-mid-year-benchmark) Access Report [Humanitarian Action](https://info.rkdgroup.com/rkd-2025-humanitarian-mid-year-benchmark) ### About RKD Group RKD Group is the growth architect for nonprofits. We design fundraising and marketing programs that accelerate donor engagement and net revenue for your organization. We simplify complexity and scale your impact through bold strategy, creative orchestration and audience-led insights.  What does that mean exactly? Simply put: We help your fundraising thrive.  [Reach out to us](https://rkdgroup.com/lets-chat/) and discover expertly crafted, optimized fundraising.    ## © RKD Group. All rights reserved. [Privacy Policy](https://rkdgroup.com/privacy-policy/)