New Benchmarks. Deeper Insights. Stronger Strategy.
How do the most successful aging services organizations raise philanthropic support—and what sets them apart?
The Philanthropy in Aging Services Study 2025 delivers the sector’s most comprehensive data on fundraising performance, strategies, and giving trends.
Now in its third edition, this landmark report from Marts&Lundy reveals the practices and metrics behind high-performing fundraising programs in senior living and aging services organizations.
What’s Inside
- Performance Benchmarks across site types, structures, and revenue tiers
- Donor Trends, including resident giving, board engagement, and campaign activity
- Fundraising ROI: Net revenue, staffing levels, and cost per dollar raised
- Gift Vehicles uniquely available to aging services providers
- Strategic Insights on endowment building, programmatic priorities, and more
Top Findings from 2025
- Residents remain the top donors—but institutional and board giving are underrepresented.
- 100% board participation is a key driver of fundraising success.
- Organizations raising over $1M annually enjoy stronger ROI and donor engagement.
- Programmatic giving has surpassed capital as a donor priority.
- Foundations raise more—but at higher cost—than departmental models.
- Endowments are common but still underleveraged for long-term sustainability.
Who This Report Is For
This study is an essential tool for:
- CEOs and executive teams setting fundraising strategy
- Fundraising professionals benchmarking program performance
- Board members seeking to understand their impact
- Sector leaders advocating for philanthropy as a growth engine
Download the Report
Acknowledgements
This report would not be possible without the participating organizations and our editorial review board.
- Asbury Foundation – J.D. Shuman
- Baptist Homes Foundation – Z. Allen Abbott
- BHI Senior Living – Brian Pangle
- Casa Dorinda – Lisa Thomas
- LeadingAge Virginia – Melissa Andrews
- Marts&Lundy – Cedric Richner
- National Church Residences / Lutheran Social Ministries of Maryland – Nicole Papa Odegaard
- Presbyterian Villages of Michigan – Paul Miller
- Westminster Communities Foundation – Jeff Coates
- Westminster Ingleside Foundation – Douglas Myers
We thank each contributor for helping advance effective philanthropy in aging services.
Further thanks are owed to Marts&Lundy’s Brian Zive, Consultant and Senior Data Scientist, Philanthropy Insights & Analytics, for the rigorous analysis.