Partner Types & Tiers

The Virtuous Partner Program organizes partners across two dimensions: type (what kind of work the partner does for nonprofits) and tier (the level of engagement and program benefits). Together they describe both what a partner contributes to the ecosystem and how Virtuous invests in the relationship.

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Partner types

Every partner falls into one of three broad types based on the work they do. These aren’t mutually exclusive — some partners span multiple types — but most have a primary focus.

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Technology & Integration Partners

Technology partners extend the functionality of Virtuous through integrations. They build and maintain connections between Virtuous and other tools nonprofits rely on — email marketing platforms, payment processors, event management systems, accounting software, marketing automation, and more. What they do:

• Build or maintain API-based integrations with Virtuous (CRM+, Raise, or Volunteer)
• Work with mutual customers to support data flows and workflows
• Get listed in the Virtuous Marketplace so nonprofits can discover their integration
• Participate in co-marketing around integration value

The path: Technology partners follow the Integration Pathway — a structured workflow from initial application through MNDA, sandbox access, development, validation, and marketplace listing. Examples of categories:

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Service & Agency Partners

Service and agency partners help nonprofits succeed in their fundraising and engagement work. They provide expertise rather than technology — strategic guidance, creative execution, data analysis, and ongoing program support. What they do:

• Fundraising strategy and planning
• Campaign execution (creative, copy, timing, segmentation)
• Data audits or segmentation analysis
• Responsive planning and donor engagement coaching
• Major donor strategy, mid-level giving programs, recurring giving optimization

Who they are: Fundraising consultants, creative agencies, data experts, donor engagement strategists. Many have deep nonprofit-sector experience and serve clients across multiple CRMs — they bring expertise that helps nonprofits get more out of Virtuous.

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Service & Implementation (S+I) Partners

S+I partners specialize in onboarding, data migration, and product training. They work alongside the Virtuous team — and sometimes directly with customers — to deliver Virtuous to nonprofits. What they do:

• Full or partial implementations of Virtuous (CRM+ and Raise)
• White-glove data migration from legacy systems
• Post-go-live training and adoption support
• Custom configuration aligned with the customer’s fundraising strategy

How they engage: S+I partners complete Virtuous Academy certifications to validate their product expertise. Depending on scope and relationship, they may take on gray-label contracts (where Virtuous is the prime and the S+I partner subcontracts) or direct contracts with the nonprofit.

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Partner tiers

Beyond type, partners are grouped into one of three tiers based on engagement, alignment with strategic goals, and contribution to the ecosystem:

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How tiering works

Tiers are reviewed periodically based on:

• Engagement — active program participation, certifications completed, co-marketing collaboration
• Impact — demonstrated value to mutual customers; referrals and joint wins
• Alignment — fit with Virtuous’s responsive fundraising vision and product roadmap

Tiering isn’t a points-based system — it reflects the holistic health and depth of the partnership. Partners can advance over time as the relationship grows, and your Partner Manager will work with you on what advancement looks like.

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What changes between tiers

Higher tiers typically unlock:

• More prominent marketplace placement
• Increased co-marketing investment (spotlights, webinars, content collaboration)
• Earlier access to roadmap conversations and product previews
• Priority for joint customer success initiatives
• Greater visibility in Virtuous’s go-to-market motions

The specifics evolve over time — your Partner Manager will share current tier benefits during onboarding and at periodic check-ins.

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Combining type and tier

A partner’s type tells nonprofits what they do; a partner’s tier reflects the depth of their engagement with Virtuous. A Service & Agency partner can be Partner Plus; a Technology partner can be Partner. Both dimensions matter, and they describe different things. For nonprofits browsing the Virtuous Marketplace, both dimensions help them choose the right partner — the type tells them what kind of work the partner does; the tier signals the depth of the partner’s relationship with Virtuous.

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How to grow within the program

Whether you’re starting at the foundational tier or already operating at a higher tier, the pathway forward is consistent: Your Partner Manager will help you identify the activities that fit your business and your customers — every partner’s path looks a little different.

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Where to go next