2025 Missions
Mid-Year Benchmark
Mid-Year Benchmark
Introduction
2025 thus far has been marked by challenges, but we believe there are opportunities on the horizon. Driven primarily by the lack of affordable housing, homelessness―and especially that of families with children―has increased. However, rescue missions like yours have been on the frontlines serving those without housing and in poverty. Despite the obstacles, you continue to respond to those in need with God’s compassion and provide life-transforming services.
RKD’s mid-year benchmark report offers a data-driven snapshot of fundraising performance from 35 rescue missions across the United States. This resource provides valuable insights into donor behavior, revenue trends and opportunities for strategic growth.
This benchmark is very encouraging after a difficult start to the year. As revenue trends upward, I feel confident heading into the year-end giving season. The data offers strategic guidance to help plan effectively while sustaining the vital mission of transforming the lives of those who are hurting, hungry and homeless in our communities.
—Eddy Camas, Senior Vice President, RKD Group
A Note from RKD's Marketing Science Team
Here is a look at our top 3 takeaways:
Based on this benchmark data, RKD’s strategy and decision science experts developed three recommendations for mission 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 made up 58% of active donors and contributed 73% of revenue under $10,000 in the first six months of 2025.
2. Grow monthly sustaining donors
RKD’s mission clients have grown their monthly sustaining donors, who now account for about 11% of giving under $10,000. As revenue from this group continues to rise, it’s crucial to keep investing in and nurturing monthly giving programs.
3. Develop mid-level and major giving
As we approach the high-giving holiday season, mid-level and major gifts are growing. Mid-level giving represents 19% of all revenue, while major giving sits at 44% of all revenue. With more strategic relationship building, both segments have strong potential for continued growth.
About the report
What we measured
The 2025 Missions Mid-Year Benchmark Report contains full-file data from 35 RKD mission 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 filtered out to prevent skewing results by major-giving efforts.
Key Performance Indicators (KPIs)
Revenue up 2.4%
From FY24 to FY25, revenue excluding gifts $10,000 or more increased 2.4% year to date. This growth encourages us to keep up the momentum going into our year-end fundraising efforts.
Revenue including $10,000+ gifts up 8.8%
Year to date, revenue including major gifts ($10,000+) grew 8.8% from 2024 to 2025. For 2025 thus far, major gifts represent 44% of revenue, mid-level gifts ($1,000 - $9,999) 19% and general gifts 37%.
Active donors down 5.0%
FY24 to FY25 YTD, the number of active donors decreased 5.0%. Active donor files have contracted, affirming ongoing acquisition challenges.
Revenue per active donor up 7.7%
For gifts under $10,000, the revenue per donor grew 7.7% from 2024 to 2025 YTD. It’s great to see this metric grow year after year.
Average gift up 5.9%
The average gift grew 5.9%, or $6.09, from FY24 to FY25 YTD. It’s encouraging to see continued growth over the past several years.
Gift frequency up 1.7%
Comparing the first half of 2025 to that of 2024, gift frequency has increased 1.7%. This change of 0.04 is minimal yet encouraging to see year after year.
New and reactivated donors down 3.4%
New and reactivated donors decreased 3.4% from 2024 to 2025 YTD. This slight decline affirms challenges with new donor acquisition.
Recurring revenue up 21.3%
See how other sectors performed
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 and discover expertly crafted, optimized fundraising.