Optimizing the New Donor Experience: NAMI’s Strategy for Sustainable Growth

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.

Hosted By

David Sacchetti

AVP, Client Strategy

David joined AGP in 2017 with experience spanning nearly two decades. In his role at AGP, David is responsible for driving results for his clients through building robust partnerships, understanding his client’s unique challenges, and using his marketing and fundraising background to help them achieve their goals and provide excellent client service. Some of his strengths include integrated marketing and branding, direct response fundraising, including telemarketing, and digital campaigns.

 

David has a passion for helping organizations advance their mission and realize their goals by providing leadership and strategy through a variety of marketing, branding, communications and fundraising initiatives. David has led transformational change and incredible results for some of the nation’s leading and most complex organizations and missions, including JDRF, Muscular Dystrophy Association, International Justice Mission, National Alliance on Mental Illness, Michael J. Fox Foundation and PAN Foundation.

Summer Parrish

National Director of Individual Giving & Development, National Alliance on Mental Illness (NAMI)

Tony Lee

Manager Direct Response Fundraising, National Alliance on Mental Illness (NAMI)