Bring ‘Em Back: �The Importance of Retention �October 8, 2025

Agenda

• What is Retention?
• Retention Best Practices
• Recognizing Your Walkers
• Tools for Success
• Next Meeting
• Q&A

What is Retention?

What is Retention?

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

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Your Constituents are:

• Team Captains
• Individual Walkers
• Sponsors
• Volunteers

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What is Retention?

Why Retention is Important?

Returning Walkers:

• More likely to fundraise and raise 6x more than first-year Walkers
• More cost effective to retain than to recruit new

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Sponsors:

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

What is Retention?

Why Retention is Important?

Volunteers:

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

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Remember:

• Early Retention=
• Stronger Participation
• Higher Fundraising

What is Retention?

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

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What is Retention?

Who are you Targeting?

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Your Constituents:

• Team Captains
• Walk Stars
• Individual Participants
• Sponsors
• Volunteers

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What is Retention?

Retention begins the moment registration happens and it is important to make sure that each and every one of your participants are being acknowledged and welcomed!

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• 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 lead to stronger retention rates for next season
• Clear communication sets participants up for success. Ensure that they know what to expect, how to reach their goals, and what tools and resources are available to help them succeed—from fundraising tips to event-day details

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Retention Best Practices

Retention Best Practices

Past Walkers

Re-engaging lapsed participants starts with personal connection, clear communication, and showing what’s new and exciting this season

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• Make it personal. Acknowledge their past involvement and reach out 1:1. Phone calls go a long way, don’t rely only on mass emails
• Share what’s new. Highlight new themes, tools, and energy — “Together, We Are NAMIWalks,” Fundraise4NAMI app, recognition program, Team Captain Promotion, etc.
• Offer easy ways back in. “Say Yes” campaign. Offer options: Walk, volunteer, or donate — low-pressure, high-connection options�

Retention Best Practices

Past Walkers

• Rebuild belonging. Remind them they’re part of the NAMIWalks community and their impact still matters
• Communicate clearly. Provide simple next steps, links, and support so they know how to rejoin successfully�

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• Re-introduce (or introduce) yourself. Let them know you’re their point of contact and you’re here to support them
• Use key moments. Reach out around awareness months or kickoff events to inspire reconnection
• Celebrate their return. Publicly & personally welcome back past participants — recognition fuels renewed engagement

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Retention Best Practices

Current Walkers

Setting walkers up for success from the start leads to stronger fundraising, engagement, and long-term retention

• Welcome early, welcome personally. Send a warm message or make a call to thank them for registering and create excitement
• Establish connection. Introduce yourself as their point of contact — let them know you’re here to help and cheer them on
• Communicate clearly. Share what’s next, where to find resources, and how to make the most of fundraising tools like the Fundraise4NAMI app

Retention Best Practices

Current Walkers

• Encourage early action. Prompt them to personalize their page, make a self-donation, and invite others to join their team
• Recognize milestones. Celebrate every achievement — first donation, reaching $100 for a T-shirt, Walk Star status, or team captain goals, etc.

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• Keep them inspired. Share mission stories, progress updates, �and examples of impact to keep motivation strong throughout �the season
• Close the loop. Thank them after the Walk and share results — appreciation leads to returning participants next year

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Retention Best Practices

Utilize Your Volunteers

Retention doesn’t have to fall on you alone, volunteers can multiply your outreach and impact

• Create a Retention Crew. Recruit volunteers to make welcome and thank-you calls — peer-to-peer outreach feels authentic and personal

• Assign meaningful roles. Give volunteers clear tasks like welcoming new walkers, checking in with team captains, or writing thank-you notes
• Equip them for success. Provide talking points, sample messages, and access to participant lists so they feel confident representing your Walk

Retention Best Practices

Utilize Your Volunteers

• Use volunteers at key moments. During kickoff, mid-season check-ins, and post-Walk appreciation — consistent outreach keeps excitement high
• Recognize their impact. Celebrate volunteer contributions publicly and show how their efforts directly support retention and fundraising growth

• Keep communication open. Regularly update your volunteer team on progress and successes — people stay motivated when they see results

Retention Best Practices

Communication

Start Early. Walkers who register early raise more, so start outreach as soon as your site is live

• Welcome past participants early. Send a warm “Welcome Back” email and call to re-engage them for the new season
• Announce that websites are live. Share direct links and encourage them to register for 2026

• Share Save the Date messages. Post on social, email, and include upcoming Walk details in affiliate newsletters
• Invite them to cultivation events. Kickoffs, team captain gatherings, or sponsor 1:1s are great re-entry touchpoints
• Highlight incentives. Promote early registration and new Team Captain Incentives to motivate quick sign-ups

Retention Best Practices

Communication

Diversify how and why you communicate to keep walkers connected all season long -

different channels and messages help keep walkers engaged, informed, and inspired

📞 Calls 💻 Email 📱 Texting 💌 Mail 📣 Social Media 🎉 Event Invites 📰 Newsletters

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Reasons to Communicate with Your Constituents:

• Call to Action: Register, customize Your Fundraising Page, make a self-donation
• Appreciation: Because of You, thank you, your dollars at work
• Information Sharing: How-to’s, event logistics, NAMI updates
• Recognition: Welcome, milestones, event successes

Recognizing Your Walkers

Recognizing Your Walkers

The Power of Recognition in Retention

Acknowledging effort fuels motivation - recognized walkers are more likely to return and raise more

Why Recognition Matters:

• Builds connection and loyalty
• Encourages continued participation
• Reinforces positive fundraising behaviors
• Strengthens the overall NAMIWalks community

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Recognizing Your Walkers

Ways to Recognize Walkers

• Welcome & Milestones. Thank new participants, celebrate first donations, acknowledge team growth
• Fundraising Achievements. T-Shirt Earners, Walk Stars, Top Teams

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• Mission Moments. Spotlight stories in newsletters or on social

media, share “Because of You” impact updates

• Post-Event Appreciation. Send thank-you emails or

handwritten notes, highlight success at wrap-up meetings

or events

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Recognizing Your Walkers

What NAMI National Provides

Core incentives to inspire early action and celebrate milestones along the way

• T-Shirts

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• All registered participants who individually raise $100+ will earn a 2026 Participant T-Shirt
• A simple, powerful motivator that builds excitement and a sense of belonging on

Walk Day

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Recognizing Your Walkers

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• Walk Star Pins
• Participants who raise $1,000+ will receive a Walk Star lapel pin
• Pins are mailed to Walk Managers to distribute locally

• Team Captain Incentive
• All Team Captains who register 10+ weeks in advance and raise $50+ will

receive their 2026 Team Captain Incentive

• Encourages early registration, engagement, and leadership within the Walk community

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What NAMI National Provides

Recognizing Your Walkers

National Fundraising Recognition Program (Optional)

Optional recognition designed to celebrate higher-level fundraising achievements

• Recognition gifts are provided to participants who raise $250–$7,500
• This program is optional for events to participate in
• Gifts are fulfilled directly by the vendor to qualifying participants

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Recognizing Your Walkers

What Events Can Provide Locally

Local recognition brings a personal touch that builds relationships and keeps walkers coming back year after year

• Phone Calls.Welcome new participants, celebrate milestones, and thank top

fundraisers personally

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• Team Captain & Individual Recognition. Send personal thank-you

messages or small notes of appreciation

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Recognizing Your Walkers

Recognizing Your Walkers

• Milestone Moments. Acknowledge when walkers meet goals or become Walk Stars
• T-Shirt Earners. Celebrate each person who raises $100+ with a warm thank-you or social mention
• “Why I Walk” Spotlights. Feature participant stories in newsletters, social media, or on Walk Day signage

• Sponsor & Volunteer Thank-Yous. Recognize the broader

community that makes your event possible

• Event Highlights. Share successes and photos post-Walk to

reinforce community

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Recognizing Your Walkers

Recognition Through Social Media, Email, & Newsletters

Consistent, thoughtful communication keeps walkers engaged and connected all season long — using the channels you already know and use best

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Social Media:

• Welcome Posts
• Milestones & Goal Updates
• “Why I Walk” Stories
• Sponsor & Volunteer Spotlights
• Event Highlights

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Email:

• Milestones
• Big Donation Week
• Goal Met
• Share Your Story

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Newsletter:

• Team/Walker Leaderboard
• Sponsor or Team Highlights
• Event Milestones
• Close to Goal or Goal Met
• Mission Moments

Tools for Success

Tools for Success

Getting (and Staying) Organized

Preparation and consistency make retention easier — and more effective

• 2026 Planning Timeline. Use the Team/Participant Coaching Tab to guide consistent outreach and follow-up

• Participant Coaching Plan & Coaching/Retention Tracker. Keep contacts, goals, and next steps organized in one place
• Scripts, Email Templates & Trackers. Ready-to-use resources make communication quick, consistent, & personal
• Other WMRC Resources. Access the Participant Guidebook, logos, artwork, and fundraising tools to set participants up for success

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Tools for Success

DonorDrive

Use your event data to identify, prioritize, and re-engage past participants

• Lapsed Participant Report. Pull this report to identify past walkers and teams who haven’t yet registered and use it to guide personalized outreach and re-engagement

• Event Insights. Review trends and data to prioritize where to focus your retention efforts
• Automated Retention Emails. DonorDrive only sends scheduled retention messages to last year’s participants, so additional outreach is key for multi-year lapsed walkers�

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Tools for Success

Lapsed Participant Report

Tools for Success

Tools for Success

Participant Coaching Plan

• Provides phone call & voicemail scripts, and follow up email templates for engaging your current, past, and prospective participants
• Each script follows the Planning Timeline closely, but are editable fit your needs.

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• Use the Participant Coaching Report to take a deeper dive into your numbers
• Use your Retention and Outreach Tracker to personalize your phone calls to your participants

Tools for Success

Participant Coaching Plan

Tools for Success

Retention and Outreach Tracker

Tools for Success

Drop & Dial Activity

Tools for Success

Drop and Dial Activity

• Purpose: Drop and Dial is designed to help NAMIWalks Managers pause daily tasks and dedicate focused time to outreach, retention, and activation for the season

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Who to call:

• Past Team Captains
• Past Individual Walkers
• Past Walk Stars/Top Fundraisers
• Current participants who haven’t started fundraising

When to call:

• Start of the Season
• 6 Weeks Out
• 30 Days Out

Tip: Block your calendar and protect this time

Tools for Success

Drop and Dial Activity

Keep the energy high, stay personal, and make every call count

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Tips and Tricks for Success:

• Personalize Every Call
• Focus on Listening
• Highlight Impact
• Encourage Next Steps

How to Make It Fun & Effective:

• Set the Mood
• Use Your Resources
• Use Your Team
• Track Your Progress
• Share Your Successes

Next Meeting

Next Meeting

Fueling Your Fundraisers: �The Great 8 Coaching Strategies

October 29, 2025�1 p.m. ET/12 p.m. CT/11 a.m. MT/10 a.m. PT/9 a.m. AKDT

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