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 Woomer, Director of Digital Fundraising for the American Red Cross. With ten years of experience leading national digital fundraising strategy, Jessi shares how organizations can prepare for crisis moments and deploy peer-to-peer strategies that turn urgency into sustainable support.

Together, we'll explore:

• Why the first 24 hours of crisis response are make-or-break for fundraising success
• How to build donor targeting strategies that balance local impact with broader community engagement
• Practical systems for transitioning from emergency response to long-term donor stewardship

Mentioned Links

American Red Cross

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• (00:00) - Welcome to The P2P Soap Box