Building a Sustainer Community Through a Rebrand Rooted in Legacy

National Alliance on Mental Illness (NAMI) is the nation’s largest grassroots mental health organization, supporting millions of Americans affected by mental illness. For nearly 50 years, the organization has maintained a nationwide helpline and referral network, connecting people living with mental illness, their family members and caregivers, mental health providers, and the public with local resources along with NAMI programs. 

Through an alliance of more than 600 local affiliates and 49 state organizations, NAMI works within communities to increase mental health awareness and education. NAMI advocates for federal and state resources and programs to support stronger mental health communities.  

NAMI envisions a world where all people affected by mental illness live healthy, fulfilling lives supported by a community that cares. 

The Situation

NAMI has long had a dedicated community of support, but efforts to attract more sustained donors had stalled. The organization was growing, but monthly gifts weren’t keeping pace. NAMI wanted to look at its sustained giving program holistically — it felt a rebrand and relaunch were in order. 

NAMI tasked AGP with aligning its sustainer program with its overall branding. While the primary goal was to increase the number of sustainers, fostering a sense of community was also important. 

The Work

Collaboration was critical to develop a brand that would resonate with sustainers (both new and current) and reflect NAMI’s overall mission. The rebranding included: 

• New Name: The previous name, Sustainer Circle, was focused on the method and frequency of giving. And while the word “circle” evoked a group feeling, it wasn’t tied to NAMI’s mission. The new name, Table of Hope, suggests joining a legacy of care, support, and action. 

• New Logo: A key element of the new logo is a shape resembling people seated at a table. It’s directly tied to NAMI’s beginning — a small group of families who gathered around a kitchen table. It also represents the sense of community and positive approach that NAMI takes to support people with mental health challenges. 

In addition to the new brand positioning, AGP also launched an acquisition campaign featuring the new logo. NAMI introduced a new back-end premium offer wherein new sustainers and those who increased their giving amount received a free branded water tumbler. 

Existing sustainers were automatically added to the new program. They received a branded notepad as a thank-you for their monthly donations. 

The Results

The number of new sustainers more than doubled expectations: 

• New sustainers increase 226% YoY 

• 200% increase in the number of existing sustainers who upgraded 

• 222 new sustainers and $5,000/month in sustained monthly revenue vs. 68 the prior year  

• 27 upgrades and $3,550 in sustained monthly revenue vs. 9 upgrades the previous year 

• Nearly $9,000 in sustained monthly revenue total from the new campaign 

Beyond the numbers, the Table of Hope brand has brought a sense of excitement and community to a key donor group.