Virtuous

What Is Virtuous?

Virtuous is a nonprofit CRM platform for development teams and fundraisers. It includes an AI-powered donor profile system that surfaces prospecting insights, a donor journey builder that triggers personalized email and SMS outreach based on a donor's giving behavior, and pre-built fundraising reports covering giving trends and KPIs like retention rate and average gift size. Additional tools include data validation that flags duplicate or incomplete contact records, and automated donation receipting that generates tax receipts without manual entry.

What Is Virtuous Best For?

A standout feature of Virtuous is its recurring gift tracking capabilities designed for people managing ongoing donor relationships day to day. It handles monthly, quarterly, or annual pledges; flags missed or past-due payments beforehand and lets a team adjust an amount or frequency without canceling and rebuilding the gift from scratch. For a nonprofit relying on sustaining donors rather than one-off gifts, this gives nonprofits a way to track recurring gifts and payment activity.

How Much Does Virtuous Cost?

Virtuous pricing typically starts at $199/month. It offers two Virtuous CRM+ custom-priced plans, including:

• Platform
• Enterprise

In addition, the platform offers the following modules at custom pricing:

• Virtuous Raise
• Virtuous Insights
• Virtuous Analytics
• Virtuous Volunteer
• Virtuous Momentum

Beyond the base subscription, additional professional-service charges may also apply, including:

• Address Deduplication And Standardization: Starting at $1,400
• Contact And Individual Deduplication: Starting at $6,000
• NCOA Updates: Starting at $295
• US Address Standardization: Starting at $260
• Virtuous Giving Forms: Starting at $800

Reviewers generally rate Virtuous well on value for money, with several describing it as competitively priced against comparable nonprofit CRMs once its automation and reporting depth are factored in.

Disclaimer: Pricing references are based on publicly available third-party information and industry benchmarks. Actual costs may vary.

Virtuous Integrations

The platform integrates with several third-party applications and systems, such as:

• Eventbrite
• Feathr
• HubSpot CRM software
• QuickBooks
• Mailchimp software

How Does Virtuous Work?

Here's how a typical Virtuous CRM engagement works for a development team:

• Log in to Virtuous CRM+ to review donor activity, tasks, and pipeline status
• Import contact records and let Virtuous flag duplicates or incomplete data automatically
• Build donor segments using AI filters based on giving history and engagement
• Design automated donor journeys that trigger email or SMS based on donor behavior
• Publish donation forms and giving pages through Virtuous Raise, synced to CRM+
• Generate fundraising reports and dashboards to track campaign performance and giving trends
• Use Virtuous Insights to surface donor scores and lapse risk flags
• Deploy Momentum to help major gift officers prioritize and personalize donor outreach

Who Is Virtuous For?

Virtuous supports the following organizations:

• Fundraising and development teams
• Nonprofit marketing and engagement teams
• Growing nonprofit organizations

Virtuous Use Cases

Based on our analysis of Virtuous' current capabilities and user reviews, here are scenarios where the platform tends to fit:

Nonprofits Replacing Manual Donor Outreach With Automated Journeys

Nonprofits managing donor communications across spreadsheets and disconnected email tools can face inconsistent outreach, missed follow-ups, and delayed engagement with lapsed donors. Virtuous software's donor journey builder automates personalized email and SMS sequences triggered by giving behavior, so a first-time donor gets a different acknowledgment path than a lapsed mid-level donor.

Organizations With Active Major Gift Programs

Major gift officers managing dozens or hundreds of donor relationships need consistent, personalized outreach without adding excessive manual work. Virtuous Momentum addresses this with an AI-powered inbox that prioritizes donor contacts, drafts personalized outreach, and manages moves management plans within the CRM.

Nonprofits Wanting To Improve Donor Engagement Prioritization

Development teams relying mainly on giving history may lack visibility into donor lapse risk, upgrade potential, and when to make an ask. Virtuous Insights uses predictive analytics to surface high-value prospects, flag donors at risk of lapsing, and recommend ask amounts based on wealth and engagement data. The tool combines CRM data with third-party signals and is available within Virtuous CRM+.

Nonprofits Migrating From Legacy Or Generic CRMs

Nonprofits moving from a legacy or generic CRM may face challenges transferring donor data and getting teams accustomed to a new fundraising system. Virtuous provides guided onboarding, training resources, and ongoing support to help teams adopt the platform, while its migration services assist with moving existing data into Virtuous CRM+. This can help nonprofits transition their fundraising operations without managing the migration and adoption process entirely in-house.

Is Virtuous Right For You?

If your organization wants to replace manual donor outreach and scattered spreadsheets with automated communications and centralized donor records, Virtuous may be a fit. Its client list includes Rainforest Foundation US, and the platform is SOC 2 Type 2 certified and DDoS-protected.

Virtuous has made the Inc. 5000 list for three consecutive years and was named to Inc. Magazine's 2025 Best Places to Work list. As an organization grows past its current setup, Virtuous's modular plan structure, covering CRM, giving, marketing, analytics, volunteer management, and AI, lets it add capabilities within the same platform rather than switching vendors down the line.

Still doubtful if Virtuous software is the right fit for you? Connect with us at (661) 384-7070 to find out whether it suits your needs.