The P2P Soapbox

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 different pathways for runners to engage. He also explores a broader definition of retention, how Breakthrough T1D decides which opportunities to pursue and why strong relationships with race partners can unlock new possibilities.

Together, we’ll explore:

• ​Building a long-term endurance strategy that supports broader organizational goals
• Creating a portfolio of opportunities that reaches new communities and keeps runners engaged
• Making intentional choices about race participation, retention and strategic partnerships

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Mentioned Links

• www.breakthrought1d.org
• www.run.breakthrought1d.org

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Stay Connected on LinkedIn

• Connect with Andrew
• Connect with Marcie
• Connect with the Peer-to-Peer Professional Forum

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

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 of thinking beyond a single year, staying focused through inevitable ups and downs and understanding P2P’s role in the broader donor journey. Laura challenges the idea that P2P fundraising is transactional and shares advice for creating stronger alignment around a shared vision.

Together, we’ll explore:

• ​Building cross-functional alignment around P2P strategy and execution
• Using long-range planning to guide today’s decisions and navigate short-term fluctuations
• Understanding P2P’s role in deeper donor relationships and the broader fundraising ecosystem

Mentioned Links

• March of Dimes
• March for Babies
• @marchofdimes on Instagram, Facebook & X
• March of Dimes MODCAST

Stay Connected on LinkedIn

• Connect with Laura
• Connect with Marcie
• Connect with the Peer-to-Peer Professional Forum

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

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 program, what it took to transform an organic idea into a scalable fundraising initiative and why understanding supporter motivations became the foundation for its growth. She also explores the importance of cross-functional collaboration, internal alignment and staying connected to the community when evaluating future campaign opportunities.

Together, we'll explore:

• ​Identifying untapped campaign opportunities by listening to supporters and recognizing organic momentum
• Scaling a grassroots fundraising concept into a sustainable DIY program across diverse communities
• Building internal buy-in and long-term vision to support program growth and innovation

​Mentioned Links

• Disabled American Veterans
• Field of Flags

Stay Connected on LinkedIn

• Connect with Laura
• Connect with Marcie
• Connect with the Peer-to-Peer Professional Forum

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

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 powerful role in motivating Gen Z men. He also explores how organizations can provide structure without stifling creativity, meeting fundraisers where they are while guiding them toward success. From digital-first strategies like TikTok and livestreaming to the irreplaceable impact of in-person connection, this conversation highlights what it takes to turn initial interest into long-term commitment.

Together, we’ll explore:

• What motivates Gen Z men to engage and how competition and connection influence action
• How to balance structure and creativity while building meaningful fundraising experiences
• Why showing up in person still matters and how digital tools can amplify, not replace, human connection​

Mentioned Links

• The Ability Experience
• Journey of Hope
• Gear Up Florida
• Gear Up New York

Stay Connected on LinkedIn

• Connect with Marcie
• Connect with the Peer-to-Peer Professional Forum

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

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 demand, from shifting internal mindsets to launching campaigns in months rather than years. He also dives into how meaningful storytelling and thoughtful campaign design can help challenges stand out in an increasingly crowded space. Along the way, the conversation tackles how to guide leadership through changing results, and how to discern whether social challenges are the right fit for your organization at all.

Together, we’ll explore:

• The role social challenges play in a modern fundraising portfolio and what drives sustained success
• How speed, storytelling, and authenticity shape standout campaigns
• When to lean into social challenges and when it may be time to step back

Mentioned Links

• Cancer Research UK

​Stay Connected on LinkedIn

• Connect with Gareth
• Connect with Marcie
• Connect with the Peer-to-Peer Professional Forum

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

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 recognized walk programs in the country and what it took to move from early skepticism to sustained growth and long-term impact.

Kathe and Mike reflect on the key decisions and moments that helped establish peer-to-peer as a vital part of their organization’s success. They unpack how to communicate value beyond revenue, especially in times of increased pressure, and what it means to truly know your worth as a P2P leader. The conversation also explores how internal perspectives shifted from competition to collaboration, helping peer-to-peer earn its place alongside more traditional development strategies.

Together, we’ll explore:

• How peer-to-peer evolved at AFSP from uncertainty to a core driver of growth
• Ways to communicate value beyond dollars and strengthen leadership confidence
• What it takes to build internal alignment and position peer-to-peer as a strategic partner

Mentioned Links

• AFSP.org
• @AFSPnational on IG
• @AFSPnational on X

Stay Connected on LinkedIn

• ​Connect with Kathe
• Connect with Mike
• Connect with Marcie
• Connect with the Peer-to-Peer Professional Forum

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

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 evolve and the risks that came with stepping away from tradition. They share how they brought their community into the process through intentional listening and conversation, discovering that what mattered most wasn’t the venue or logistics but the mission driving it all.

The conversation also dives into the internal work. From aligning marketing and fundraising around a shared story to refining how they communicate during moments of uncertainty, they reveal how clarity and connection became their biggest strengths.

Together, we’ll explore:

• Guiding teams toward shared clarity during major event change
• Engaging your community so they feel part of the journey
• Keeping your mission front and center through every shift

Mentioned Links

• Curebound
• Curebound Cancer Challenge
• Curebound Concert for Cures

Stay Connected on LinkedIn

• Connect with Liz
• Connect with Erik
• Connect with Marcie
• Connect with the Peer-to-Peer Professional Forum

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

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 reflects on what it takes to create a seamless journey across program and fundraising teams, so families feel supported rather than segmented. She also shares how Autism Speaks equips frontline fundraisers to approach sensitive conversations with confidence, along with the nuances of engaging adults newly diagnosed with autism alongside parents navigating a child’s diagnosis.

Learn how early outreach shapes long-term connection and what small, intentional actions can help teams build trust from the very first interaction.

Together, we’ll explore:

• Connecting families to support and community from the earliest moments after diagnosis
• Strengthening collaboration between program and fundraising teams to create one cohesive experience
• Equipping fundraisers to lead thoughtful conversations that build trust and lasting engagement

Mentioned Links

• Autism Speaks
• On social - Instagram, YouTube & Facebook

Stay Connected on LinkedIn

• Connect with Christie
• Connect with Marcie
• Connect with the Peer-to-Peer Professional Forum

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

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 fundraising. She shares how her team is rethinking email from the ground up, moving away from rigid calendars and toward behavior-driven communication that meets supporters where they are.

Charlotte dives into how segmentation, real-time data, and emerging tools like AI are helping her team deliver more personalized, timely messages. She also unpacks how to balance storytelling with action, collaborate across national and local teams, and integrate email with other channels like texting to create a seamless supporter journey.

Together, we’ll explore:

• Rethinking cadence and segmentation to reduce fatigue and increase relevance
• Balancing storytelling, calls to action, and clarity in every email
• Integrating email with texting and local outreach to drive deeper engagement

Mentioned Links

• crohnscolitisfoundation.org
• takesteps.crohnscolitisfoundation.org
• teamchallenge.crohnscolitisfoundation.org

Stay Connected on LinkedIn

• Connect with Charlotte
• Connect with Marcie
• Connect with the Peer-to-Peer Professional Forum

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

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 how relationships begin at the application stage, where listening for motivation and potential sets the tone for everything that follows. She shares how personalized coaching helps fundraisers see beyond minimums and step into what’s possible. From building connections across a dispersed team to creating moments that inspire runners to return year after year, Kelly offers a thoughtful approach to growing both impact and community.

Together, we’ll explore:

• ​Treating peer-to-peer fundraisers like major donors from recruitment through stewardship
• Coaching strategies that unlock confidence and increase fundraising potential
• Creating connection and community that keeps runners engaged beyond the finish line

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Mentioned Links

• Christopher & Dana Reeve Foundation Events

Stay Connected on LinkedIn

• Connect with Kelly
• Connect with Marcie
• Connect with the Peer-to-Peer Professional Forum

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