The First Retention Push

September 23, 2025

NAMIWalks �Team Introductions

What are NAMIWalks 10 Minute Trainings?

Agenda

• What is Retention & Why it Matters
• Save the Date
• Pulling Lapsed Walker Reports
• Getting Organized
• Prioritizing Outreach
• Q&A

What is Retention & Why it Matters

What is Retention &

Why it Matters

Retention is the process of ensuring your NAMIWalks constituents who were involved with your event the year prior return the following year.

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Constituents Include

• Team Captains
• Individual Walkers
• Sponsors
• Volunteers

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What is Retention &

Why it Matters

Why Retention Matters

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Returning Walkers

• Much more likely to fundraise
• Raise 6x more than new walkers
• More cost-effective to retain than acquire new

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Sponsors

• Renewal is faster, easier, and less costly than recruiting new sponsors
• Renewed sponsors can often be upgraded to higher levels
• Long-term partnerships deepen trust and impact

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Volunteers

• Returning volunteers need less training and are more effective
• Build stronger event culture and community continuity
• Can take on leadership roles year over year

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What is Retention &

Why it Matters

Why Retention Matters

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Early retention = stronger participation + higher fundraising��Getting started checklist

• Order your Save the Dates
• Pull your lapsed walker lists
• Get organized
• Prioritize your outreach

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Save the Date

The First Step Toward Retention:

Save the Date

Save the Date

Save the Date

�Who

• Top teams captains & individuals
• Walk Stars
• Sponsors/Vendors
• Volunteers/board
• Past walkers

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Where

• Walk Manager Resource Center
• Order Save the Date Cards
• Email Templates
• Call Scripts

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When

• When you launch your season

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How

• Mail postcard if budget allows (write personal message)
• Email - NAMI National schedules one the day after websites launch
• Duplicate for past few seasons
• Phone Calls - Participant coaching plan
• Social Media/Newsletters

Lapsed Participant Reports

Lapsed Participant Report

Running Lapsed Reports

�Who

• 2023-2025
• Team Captains
• Individual Walkers
• Walk Stars

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Where

• namiwalks.org/quickguide
• Lapsed Participant Reports
• Add to Retention Tracker

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When

• When you launch
• Update tracker as walkers return

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How

• For 2025 walkers who have not returned run 2026 Lapsed Participants Report
• For 2024 walkers who did not return in 2025 run the 2025 Lapsed Participants Report

Getting Organized

Getting Organized

Tools for Success

• Retention Tracker
• Participant Coaching Plan
• Drop & Dial Toolkit
• Lapsed Participants Report(s)
• Retention Team
• Volunteer/Staff Help
• Calendar blocks�

Prioritizing Retention Outreach

Prioritizing Retention Outreach

Retention isn’t just about pulling lapsed reports — it’s about two parallel tracks: getting past walkers back and setting up this year’s walkers to return next year.�

• Past Walkers: Prioritize them first. They’re more likely to fundraise, already know your event, and are your strongest base.
• Current Walkers: Think of retention as a cycle. The way you welcome and steward walkers this year directly impacts next year’s numbers.
• Welcome calls and a personal touch go a long way. Even one 3–5 minute conversation can build a connection that lasts.
• Recognition, appreciation, and relationship building throughout the season = stronger retention at registration time next year.

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Prioritizing Retention Outreach

Top priorities

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• Walk Stars ($1K+ fundraisers)
• Top Team Captains
• Individual walkers not on teams
• Corporate Teams
• Sponsors

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Good

• Save the date emails
• Social media graphics
• Newsletters

Better

• Everything from good
• Mailing save the date postcards
• 1:1 emails

Best

• Everything from good & better
• Notes on save the dates
• Phone Calls

Together, We Are NAMIWalks

• Retention is about relationships, not reminders. Each phone call, note, and personal thank-you helps someone feel seen and valued. Those moments of connection are what bring people back year after year.
• Every outreach today is an investment in tomorrow. A welcome call now can be the reason someone registers again next season. Gratitude and recognition are the seeds of loyalty.
• Returning walkers are our strongest foundation. They raise more, recruit more, and build the community that keeps NAMIWalks thriving. By focusing on relationships, you’re strengthening both fundraising and mission impact.
• Your work matters. Every time you reach out, you are not only sustaining the event — you are building a stronger movement for Mental Health for All.