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 Allegiance Group + Pursuant, 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 Allegiance Group + Pursuant, 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.