Acquiring new donors is just the first step — keeping them engaged is the key to sustainable growth. Watch our in-depth conversation with Summer Parrish, National Director of Individual Giving & Development and Tony Lee, Manager Direct Response Fundraising from National Alliance on Mental Illness (NAMI), and David Sacchetti, AVP Client Strategy at AGP, as they discussed how NAMI transformed its donor acquisition and retention strategy to reverse a shrinking donor file and drive year-over-year growth.
In partnership with AGP, NAMI shifted from a high-average-gift acquisition model to a holistic approach that prioritized response rates, donor engagement, and second-gift conversion. Key factors behind this success included a foundation of radical candor and mutual trust, and a unified, silo-free approach across teams. This culture of innovation — along with a data-driven mindset and leadership alignment — enabled us to make informed decisions and secure long-term ROI. Learn how strategic adjustments in list segmentation, creative, and digital stewardship efforts significantly increased donor retention and response rates.
Key Takeaways:
- How list segmentation and gift thresholds impact donor acquisition.
- The role of donor experience in increasing retention and second-gift conversion.
- Creative and strategic changes that improved NAMI’s response rates leading to sustained donor file growth and stability.
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