Fundraising in Aging Services: 5 Takeaways from the 2025 Philanthropy Benchmark Study
Fundraising in aging services has never been more important—or more complex. Margins are tight, yet philanthropy can be an important revenue driver and a competitive advantage.
That’s why we’re excited to release the Philanthropy in Aging Services Study 2025—the third and most comprehensive edition of our national benchmark report. With data from across the country, the study shares key insights about what high-performing organizations are doing differently.
Whether you’re a CEO, philanthropy leader, or board member, these findings offer insights that can inform your next fundraising plan, campaign, or staffing decision.
5 Key Takeaways from the 2025 Report
- Resident Giving Remains the Powerhouse
It’s no surprise that residents continue to be the primary philanthropic contributors. What’s noteworthy is how consistent their giving remains across organizations—and how underutilized other donor segments, like institutional funders and board members, still are. - 100% Board Participation Makes a Measurable Difference
Organizations where every board member gives saw significantly stronger total fundraising outcomes. While board size and structure varied, this single indicator of engagement stood out as a consistent driver of success. - Staffing Up Pays Off
The median number of fundraising staff rose from 2.25 to 3 FTEs. Each FTE generated a median of $861,000 in philanthropic revenue—and $618,000 net, after expenses. These figures make a compelling case for investing in dedicated, skilled fundraising staff. - Scale and Structure Shape Performance
Single-site organizations continue to post higher ROI and lower cost per dollar raised, while those raising over $1 million annually consistently outperform across nearly every metric—including donor participation and funds raised per resident unit. - Access to Unique Giving Vehicles
The new line of research shows that organizations are taking advantage of giving vehicles that are uniquely available to or suited for our sector, such as refundable entrance fee reassignments.
Why This Matters Now
Fundraising isn’t just a financial strategy—it’s a relational one. The latest Philanthropy in Aging Services Study findings reinforce that when organizations build trust, engage leadership, and align giving opportunities with donor values, the results can be transformative.
This data gives us a roadmap for smarter, more strategic fundraising across the aging services sector. It also reminds us that we’re just scratching the surface of what’s possible when philanthropy is fully embraced.
Get the Full Report
Download the Philanthropy in Aging Services Study 2025 for all benchmarks, insights, and strategies: