As peer-to-peer fundraising professionals, we are inherently passionate people. Passionate about our missions, our fundraisers, our events, and our campaigns. We barely shy away from sharing our opinions. Whether it's the debate between back-to-basics, or searching for the next big idea, the battle
Building a stronger endurance program isn’t just about adding more races or recruiting more runners. It requires a clear vision for where the program is headed, how it supports the organization’s bigger goals and where to invest along the way. In this episode, Marcie Maxwell talks with Andrew Shannon, National Manager of Run/Endurance at Breakthrough T1D, about the organization’s intentional approach to building a run program designed for the future. Andrew shares how he assessed the program with fresh eyes, developed a five-year strategy aligned with organizational priorities and created…
A strong P2P strategy isn’t built by one team or one event season. Creating sustainable growth means bringing the right people together, building a shared vision and making decisions today with an eye toward where the program needs to go tomorrow. In this episode, Marcie Maxwell talks with Laura Goodwin, Vice President of Campaigns for March of Dimes, about how her team is planning for the future of March for Babies. Laura shares how teams across the organization come together to shape the strategy, launch it internally and equip local teams to bring it to life. They also explore the value…
The next great campaign idea may not come from watching what other organizations are doing. It may come from paying closer attention to the people who already support your mission. In this episode, Marcie Maxwell talks with Laura Rusche, Strategic Fundraising Priorities Manager at DAV (Disabled American Veterans). Laura shares the story behind Field of Flags, a program that began outside of peer-to-peer fundraising and grew into a powerful community-driven campaign that continues to expand its reach and impact. Laura discusses how DAV identified the early signs of potential within the…
As organizations look to engage the next generation of fundraisers, many are asking the same question: what actually motivates Gen Z, and especially young men, to show up and take action? In this episode, Marcie Maxwell sits down with Shaw Guidi, Director of Chapter Engagement at The Ability Experience, the philanthropy of Pi Kappa Phi Fraternity. Shaw brings a firsthand perspective from working with college-age men across the country, offering insight into what drives their participation and what keeps them connected. Shaw shares how competition, challenge, and personal connection play a…
Social challenges surged during COVID, creating a powerful wave of participation and connection. Now, as the landscape matures, many organizations are asking where these P2P campaigns truly fit and how to evolve them with intention. In this episode, Marcie Maxwell sits down with Gareth Mulcahy, Head of Proposition at Cancer Research UK. Gareth brings a candid perspective on why social challenges still matter, and how his team continues to adapt their portfolio to stay relevant, responsive, and rooted in supporter needs. Gareth shares what it takes to operate at the speed social challenges…
Peer-to-peer fundraising continues to hold a meaningful place in many organizations. But as revenue strategies diversify and new channels emerge, it’s facing fresh scrutiny, often from leaders who haven’t grown up in the P2P space. That shift is prompting important questions about where it fits and how its value is defined. In this episode, Marcie Maxwell sits down with Kathe Goller, Senior Director of Community Fundraising, and Mike Lamma, Executive Vice President and COO at the American Foundation for Suicide Prevention. Together, they share the journey of building one of the most…
What happens when you rethink everything about your signature event all at once? From branding and location to timing, Curebound took a leap that could have reshaped everything or strengthened it. In this episode, Marcie Maxwell sits down with Liz DiGeronimo, Director of Community Fundraising, and Erik Gordon, Director of Marketing at Curebound. Together, they unpack what it really takes to guide both your community and your internal teams through major change while staying grounded in purpose. Liz and Erik walk through the signals that made it clear their long-standing event needed to…
For many families, a peer-to-peer event is more than a fundraiser, it’s their first step into a community that understands and supports them. When organizations show up with care in those early moments, they create a foundation for trust, connection, and long-term engagement. In this episode, Marcie Maxwell talks with Christie Godowski, Vice President of Community Engagement at Autism Speaks. Christie shares how her team connects with individuals and families right after diagnosis, offering support while inviting them into a broader community experience through peer-to-peer. Christie…
In a world where inboxes are overflowing and attention is limited, email isn’t dead, it just needs a new approach. The organizations seeing results today aren’t sending more, they’re sending smarter. By focusing on relevance, timing, and human connection, email can still be one of the most powerful tools in your engagement strategy. In this episode, Marcie Maxwell sits down with Charlotte Conmy, Associate Director of National Marketing at the Crohn’s & Colitis Foundation. Charlotte brings a unique perspective shaped by experience on both the program and marketing sides of peer-to-peer…
Endurance fundraising is about more than race entries and revenue goals. At its best, it’s a relationship-driven experience that connects people to purpose in lasting ways. When organizations move beyond transactional touchpoints and invest in the full journey, fundraisers don’t just participate, they stay, grow and advocate. In this episode, Marcie Maxwell talks with Kelly Lamb, Director of Development at the Christopher & Dana Reeve Foundation. As the leader of Team Reeve, Kelly shares how her team approaches every runner as a long-term partner, not just a participant. Kelly walks through…
Many fundraising teams are stretched thin, yet the work keeps expanding. Instead of pushing harder, some organizations are stepping back and reimagining what healthy capacity really looks like. When leaders center people, clarity and collaboration, teams gain the space they need to grow with purpose. In this episode, Marcie Maxwell talks with Diana Perrault, Director of Peer-to-Peer Fundraising at the Multiple Myeloma Research Foundation. Diana brings deep frontline experience and a people first leadership approach that has helped her rebuild team infrastructure, expand staff capacity and…
Recognition is no longer just about t-shirts or medals - it’s about meaning. Thoughtful, mission-driven recognition strategies can deepen fundraisers’ emotional connection and inspire long-term loyalty. In this episode, Marcie Maxwell talks with Meredith Perkins, Director of Peer-to-Peer Fundraising at The University of Texas MD Anderson Cancer Center. Meredith shares how her team has evolved recognition from transactional to transformational, creating experiences that honor fundraisers’ motivations and celebrate their impact. From weaving MD Anderson’s mission to eliminate cancer into every…
Many large nonprofits struggle with the tension between standardization and localization in their fundraising programs. When national organizations move toward centralized models, they risk losing the authentic community relationships that make peer-to-peer events successful. Yet operating entirely through local structures can create inefficiencies and inconsistent donor experiences. In this episode, Marcie Maxwell talks with Andi Hughes, Vice President of Signature Peer to Peer Programs at Susan G. Komen. With deep experience in nonprofit fundraising transformation, Andi shares how Komen…
Managing volunteer leadership presents unique challenges, especially when your entire executive team changes annually. The most successful campaigns don't just recruit great volunteers—they systematically develop them into unified, mission-driven teams that can execute at the highest level despite constant turnover. In this episode, Marcie Maxwell talks with Suzanne Graney, Executive Director of Four Diamonds, the nonprofit behind Penn State's Dance Marathon (THON). With years of experience leading one of the largest student-run philanthropies in the world, Suzanne shares how THON…
While many healthcare organizations treat major gifts and peer-to-peer as separate fundraising channels, some forward-thinking institutions are discovering the power of integration. When these strategies work in harmony rather than competition, both programs can amplify each other's success and create deeper donor relationships. In this episode, Marcie Maxwell talks with Jamie Lamont, Vice President of Events at Sinai Health Foundation. With extensive experience in healthcare philanthropy, Jamie shares how Sinai has successfully bridged the traditional gap between major donor cultivation and…
When life-saving treatments transform a terminal diagnosis into a chronic condition, everything changes — including how communities fundraise. The peer-to-peer landscape isn't just evolving with technology and trends; it's being reshaped by the very success of the causes we support. In this episode, Marcie Maxwell talks with Robin Paterson, Senior Director of Special Events and Peer-to-Peer Campaigns at the Cystic Fibrosis Foundation. With nearly two decades of nonprofit experience, Robin shares how medical advances that have extended and improved lives for CF patients have fundamentally…
Leading a P2P campaign means managing multiple moving pieces—fundraisers with different experience levels, corporate partners with varying expectations and internal staff with diverse skill sets. But the most successful leaders know that underneath all this complexity lies a simple truth: understanding what drives each person is the key to keeping everyone aligned. In this episode, Marcie Maxwell talks with Javier Sanchez, Executive Director of the Dolphins Cancer Challenge. With over 20 years of experience spanning mass-participation sports, philanthropy, and entertainment, Sanchez has…
Crisis fundraising operates on a different timeline than traditional campaigns. When disaster hits, organizations have a critical 24-hour window to mobilize resources and activate their networks. But what separates organizations that thrive in crisis from those that scramble? The difference lies in preparation—having systems, messages, and community relationships ready before the emergency unfolds. It's about building infrastructure that can pivot quickly while maintaining donor trust and emotional resonance throughout evolving circumstances. In this episode, Marcie Maxwell talks with Jessi…
There's a fundamental difference between inheriting a well-oiled P2P machine and building one from scratch. When you're tasked with creating systems, culture and infrastructure that need to scale alongside explosive organizational growth, you're not just managing programs - you're architecting the future. But here's what most people don't realize: the "builder’s mindset" isn't just about launching new initiatives. It's about thinking three steps ahead while solving today's problems. It's about maintaining the heart and soul of grassroots programs while constructing the professional backbone…
In P2P fundraising, there can often be a disconnect between the excitement marketing generates and the direct recruitment strategies implemented by local field teams. The result? Frustrated participants, overwhelmed staff and missed opportunities to achieve participation goals and build lasting relationships with supporters. But what if marketing and recruitment worked hand-in-hand instead of in silos? What if the goal wasn't just filling the funnel, but ensuring every person who enters it has a meaningful experience? In this episode, Marcie Maxwell talks with Brandi Glover from Wounded…
Marketers love to throw around terms like “share of voice” and “share of wallet” - ways to track how much attention or spending a brand commands. But in peer-to-peer fundraising, there’s a different kind of share that matters more. Growing your “share of community” is about going deeper with the people closest to your cause - the ones who feel seen, included and inspired to take part. It’s not about reaching everyone. It’s about prioritizing the people who already care. In this episode, Marcie Maxwell talks with Jonathan Harris and Christina Robinson from the AIDS Foundation Chicago, the duo…
Celebrity gossip magazines love to remind us: "Stars — they’re just like us!" And while the world of digital creators and streamers can feel like a distant universe, the truth is that these online personalities aren’t so different from the rest of us. As P2P fundraising increasingly intersects with the creator community, it’s easy to view streamers and influencers as fundamentally different from traditional participants. But while they may bring unique visions, massive reach, and unfamiliar platforms to the table, their core needs remain the same: support, motivation, impact, and authentic…
In the early days of peer-to-peer fundraising events, one of the fastest ways to grow a program was to launch events in new markets. But many organizations scaled back over time, whether due to strategic shifts or limited resources. So what happens when it’s time to grow again? How do you evaluate new opportunities and ensure long-term success? Expanding into a new market involves much more than adding a city to your event series. It requires significant lead time to build local relationships, experienced mentorship, and the right team in place with boots on the ground. In this episode,…
In the P2P fundraising world, we often look to the spark of organic, supporter-led moments like the Ice Bucket Challenge as examples of what’s possible when passion meets purpose. But when lightning strikes, are you ready to catch it? This episode dives into one such moment: when four friends, Pat Morissey, Brendan Cusick, Peter Durso, and Scott Forman, decided to row 2,800 miles across the Pacific Ocean to raise funds for The Michael J. Fox Foundation For Parkinson’s Research. With the right support, strategic partnership and a community rallying behind them, their effort transformed into a…
In the early days of the P2P industry, most nonprofits concentrated on one tentpole P2P event—typically a walk or cycling program—which allowed them to align staffing, branding, and resources around a single, large-scale initiative, focusing on broad market appeal. However, as the industry has evolved, so too has the need to diversify offerings—both to engage new audiences and to meet the changing expectations of existing supporters. Expanding into new events definitely comes with its own set of challenges—especially without a clear plan—but it also opens the door to exciting opportunities.…
Peer-to-peer fundraising inherently involves a degree of vulnerability—sharing your personal story and hoping others will respond with support and donations. But what happens when the story is difficult to tell? When the cause itself is stigmatized? Or when you’re unsure how your loved ones will react? This week on the P2P Soapbox, Shannon Greene, representing Shatterproof, joins us to explore these critical questions. She sheds light on the distinct hurdles nonprofits tackling issues like substance use disorder face in peer-to-peer fundraising and beyond. Shannon shares actionable…
The seasoned event fundraising professional knows that in-person events often bring unexpected challenges—whether it’s extreme weather, political unrest or medical emergencies. While these worst-case scenarios can take many forms, the key to navigating them successfully lies in two essential elements: a strong external communication plan and an internal strategy to support your team during what can already be a high-stress time. This week, Marcie Maxwell is joined by Ted McCartan of the Ann & Robert H. Lurie Children’s Hospital of Chicago Foundation. Ted shares the extraordinary story of how…
As many P2P programs strive to expand, organizations often grapple with a core question: should they focus resources on deepening engagement with current supporters or invest in acquiring new ones? The answer isn’t always one strategy over the other—it’s important to consider your mission’s scope. For causes that directly impact millions, investing in participant acquisition can also help drive broader awareness and connect more people to essential services and support. For missions affecting a smaller community, creating deeper connections and boosting engagement may be more effective. In…
Have you ever stopped to question if your fundraising messaging is ethical? Despite our best intentions as professional fundraisers, it is crucial for us to recognize that certain traditional fundraising methods no longer hold up under scrutiny in 2023. In our efforts to showcase the serious need for donations with often sad, evocative imagery, we run the risk of contributing to a negative stereotype or, even worse, retraumatizing those we are trying to help. Or we paint a picture of perfect success stories, only to discount the very real challenges our organizations are trying to solve.…
One of the most pressing questions facing the peer-to-peer (P2P) fundraising industry is, "How do we better engage the next generation of fundraisers?" With each generational shift, it can be daunting to understand the motivations of the emerging group and adapt to their preferences. Gen Z and young Millennials, now aged 12 to 30, are no exception. Their expectations for transparency, community and social responsibility demand that P2P programs move beyond cookie-cutter fundraising approaches, focusing instead on building trust, fostering meaningful connections, and empowering personal…
About The P2P Soapbox
As peer-to-peer fundraising professionals, we are inherently passionate people. Passionate about our missions, our fundraisers, our events, and our campaigns. We barely shy away from sharing our opinions. Whether it's the debate between back-to-basics, or searching for the next big idea, the battle
The P2P Soapbox is a English business podcast from TruStory FM. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.
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