2025 Rescue Missions Benchmark Report
How do you compare to most Rescue Missions?
See the trends BDI Rescue Missions are experiencing and the insights you can take from their shared landscape of fundraising.
As the agency partner of the largest number of Rescue Missions in North America*, BDI’s benchmarks bring you the most data-driven findings on the strategies that work – and areas of opportunity for Rescue Missions.
*includes 48 of our Rescue Mission partners.
Click below to see how your key metrics compare to BDI Rescue Missions.
Over the last 2.5 years, every major nonprofit sector has experienced declines in giving. Yet, BDI Rescue Missions are seeing some key areas of sustained growth.
Average Gift: trending up
Even with major gifts excluded, BDI Rescue Missions are seeing a steady year-over-year increase in average gift, a sign that generosity is still growing among the most engaged donors. This is a chance for Rescue Missions to invest more deeply in the donors who are leaning in, even as broader giving trends evolve.
9.4% increase
in average gift YOY*
*EXCLUDED: GIFTS OVER $10K
Growth Opportunity:
Go Beyond Segmentation to Cultivate Higher Impact
Today’s mid-level donors are doing more heavy lifting than ever before. Go beyond general segmentation strategies and create tailored donor journeys for this group. Test segmenting with high-value offers – challenge grants, Donor Advised Funds and recurring commitments – that use personalized messaging to move them to increased engagement and giving levels.
Active Donors on file: up or down?
Post-COVID, BDI Rescue Missions continue to experience a multi-year decline in their active donor* file. Rising inflation, changing donor habits and cultural shifts in religious giving are contributing factors – making it more important than ever to strengthen donor relationships.
*active donor: unique donor who gave at least one gift in the last 12 months
7.98% decrease
in active donors YOY
Growth Opportunity:
Optimize Your Donor Journeys
Curate personalized donor journeys that inspire long-term commitment by including touchpoints beyond traditional fundraising asks (e.g., impact reports, volunteer invites, giving anniversary acknowledgments and opportunities to give automatically as a sustainer).
Retention Rate: a bright spot for BDI Rescue Missions!
For two years in a row, BDI Rescue Missions have maintained an average donor retention rate well above the industry benchmark. This strong performance reflects not only a solid foundation for growth, but also deep trust from supporters – and a key opportunity to strengthen long-term donor relationships.
62.24%
average retention rate
Growth Opportunity:
Go Deeper With Multi-Year Donors Ready for More
Strong donor retention rates are a sign of trust – and indicate it’s time to invest in these donors even more. Use donor lifetime value (LTV) and other engagement metrics to identify the segments with the greatest potential for long-term support. Then reach out with affirmational messaging that encourages their loyalty (e.g., newsletters, donor impact reports, thank you messages, etc.).
Reactivated Donors: strategies are paying off
BDI Rescue Missions are seeing more lapsed donors give again after a gap of one year or more – a sign that reactivation strategies are working. Reactivated donors already know your Rescue Mission’s impact, making them more likely to re-engage with greater generosity and purpose. The key is reaching them with the right message, in the right channel, at the right time.
5.52% increase
in reactivated donors YOY
Growth Opportunity:
Reactivation is a Key Acquisition Strategy
Lapsed donors already believe in your work – what they need is a reason to re-engage. BDI recommends a reactivation strategy that leverages historical giving behavior, strategic timing and multi-channel outreach to make reactivation a high-ROI pathway to long-term support and loyalty.
New Donors: are they giving more?
BDI Rescue Missions are seeing new donors give bigger gifts right from the start. This is a key trend to watch, signaling that these new donors are engaging more deeply, earlier – and may be more valuable long-term (i.e., giving more early on, not just $5).
29.07% increase
in average revenue* from new donors
*EXCLUDED: GIFTS OVER $10K
Growth Opportunity:
Rethink How You Welcome First-Time Donors
When someone gives generously on their first gift, they’re raising their hand to say: “I believe in your work.” Don’t wait to deepen the relationship. Follow up with personal gratitude, real stories of impact and opportunities to get closer to the Rescue Mission. Prioritize storytelling and relational connection over transactional messaging – and see how many first-time givers become lasting supporters.
Monthly Giving: steady growth!
In the words of BDI’s founder Randy Brewer, “The best person to ask for a gift is the person who just gave you one.” That’s why it’s essential to follow up with a monthly ask early on in a donor’s journey. BDI Rescue Missions investing in sustainer programs see long-term gains in donor retention and stability.
7.31% increase
YOY in monthly giving
Growth Opportunity:
Continue to Iterate Your Sustainer Program
All industry benchmarks point to steady increases in monthly giving. But growth isn’t automatic. Keep momentum going by continuously refining your program: test monthly-focused campaigns, give supporters flexible giving options and create personalized moments that deepen loyalty.
Online Giving: is revenue up?
BDI Rescue Missions have seen both an increase in one-time online revenue, and also an increase in # of gifts (8.06%) year over year. While broader industry trends show one-time online giving is declining, BDI Rescue Missions are bucking that trend – continuing to grow and outperform online.
8.55% increase
in online revenue* YOY for one-time gifts
*EXCLUDED: GIFTS OVER $10K
Growth Opportunity:
Build Strong Habits to Encourage Frequent Giving Online
Online donors are showing up more often – now is the time to encourage habit-forming behaviors. With online revenue increases, BDI Rescue Missions have also seen gift size stabilize online. So lean into messaging and campaigns that reward consistency: monthly giving invitations, limited-time matching challenges, as well as impact-driven campaigns that help donors see how their gifts can yield big change.
Direct Mail: is it dead yet?
Direct mail campaigns are still essential to any successful omni-channel fundraising strategy! Not only does direct mail bring in charitable giving revenue on its own, but it’s also effective at driving significant online engagement. For BDI Rescue Missions, it continues to play a key role in moving donor response across all channels.
2.98% increase
in print revenue* YOY
*EXCLUDED: GIFTS OVER $10K
Growth Opportunity:
No Donor Left Behind
In a philanthropic landscape where digital often dominates conversation, BDI Rescue Missions are still seeing growth in direct mail. Think of print not only as a revenue generator, but a tool to strategically guide donors to deeper engagement via multi-channel touchpoints throughout their giving journey.
Connect
Interested in learning more about the proven fundraising strategies trusted by the largest number of Rescue Missions in North America? Let’s start a conversation today.
Heidi Caster
Senior Vice President
Client Partnership and Strategic Innovation
