Kindful vs Virtuous:Which is more popular?
In September 2026, Kindful had more branded searches than Virtuous among donor CRM platforms worldwide. Kindful had about 4,400 branded searches, while Virtuous had 1,000. Kindful made up 4.7% of all donor CRM platform searches we track, and Virtuous accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about donor CRM platforms, Virtuous appeared in three of the five answers and Kindful in none.
Who do people search for more?
Kindful, about 4 searches for every 1 for Virtuous
Who does AI mention more?
Virtuous, mentioned in 3 of 5 answers, Kindful in 0
Who does AI recommend more?
Virtuous, the only one of the two named
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Top donor CRM platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Virtuous was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Kindful did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Little Green Light5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Bloomerang5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Salesforce Nonprofit Cloud5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
DonorPerfect4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Givebutter3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Neon CRM3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Virtuous3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Blackbaud Grantmaking1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Kindful0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about donor CRM platforms
5 answers
Asked ChatGPT
“Which donor CRM should I use?”
Asked ChatGPT
“What are the best donor CRMs?”
Asked ChatGPT
“What's the best donor CRM for a charity team?”
Searched Google, AI Overview
“donor crm”
Searched Google, AI Overview
“nonprofit crm software”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Kindful or Virtuous more popular in search?
This chart shows how often people search Google for Kindful and Virtuous by name. Each line represents a brand's share of searches for all nine donor CRM platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Kindful, Virtuous. The figures are in the table below the chart.
View monthly share of searches table
| Month | Givebutter | Little Green Light | DonorPerfect | Kindful | Neon CRM | Bloomerang | Salesforce Nonprofit Cloud | Virtuous | Blackbaud Grantmaking |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 63.1% | 12.6% | 6.9% | 5.6% | 4.6% | 2% | 3.5% | 1.4% | 0.33% |
| Nov 2025 | 60% | 14.7% | 6.6% | 6.6% | 5.3% | 1.9% | 3.4% | 1.2% | 0.32% |
| Dec 2025 | 58.5% | 14.3% | 7.8% | 7.8% | 5.2% | 2.2% | 2.7% | 1.2% | 0.31% |
| Jan 2026 | 56% | 16.7% | 7.5% | 7.5% | 5% | 2.7% | 3.3% | 1.1% | 0.29% |
| Feb 2026 | 59.6% | 14.6% | 6.5% | 6.5% | 5.3% | 2.9% | 3.1% | 1.2% | 0.25% |
| Mar 2026 | 63.6% | 12.7% | 5.7% | 5.7% | 4.6% | 3% | 3% | 1.4% | 0.27% |
| Apr 2026 | 63.9% | 12.8% | 5.7% | 5.7% | 4.7% | 2.5% | 3.1% | 1.4% | 0.22% |
| May 2026 | 60.2% | 14.7% | 6.6% | 5.4% | 5.4% | 2.9% | 3% | 1.6% | 0.26% |
| Jun 2026 | 59.9% | 14.6% | 6.5% | 5.3% | 5.3% | 3.5% | 3% | 1.6% | 0.25% |
| Jul 2026 | 55.9% | 16.7% | 7.5% | 5% | 6.1% | 4% | 3.2% | 1.4% | 0.23% |
| Aug 2026 | 60.4% | 14.8% | 6.6% | 5.4% | 5.4% | 3.5% | 2.5% | 1.2% | 0.26% |
| Sep 2026 | 64.6% | 12.9% | 5.8% | 4.7% | 4.7% | 3.8% | 2.2% | 1.1% | 0.18% |
How has the Kindful and Virtuous comparison changed over the last 12 months?
3 findings
- Kindful was ahead of Virtuous in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kindful’s share of searches among donor CRM platforms worldwide moved from 5.6% to 4.7%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
- Across the 12 months ending September 2026, Virtuous’ share of searches among donor CRM platforms worldwide moved from 1.4% to 1.1%, and its estimated monthly branded searches moved from 1.3K to 1K.
How did search popularity change for donor CRM platforms worldwide in September 2026?
2 changes
In September 2026, Kindful lost share of searches among donor CRM platforms worldwide, from 5.4% to 4.7%.
Virtuous’ share of searches among donor CRM platforms worldwide has lost ground for 3 months in a row, from 1.6% to 1.1% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kindful’s and Virtuous’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among donor CRM platforms
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