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 Warrior Project, a Marketing Specialist who brings a unique perspective to P2P strategy. Having started as a fundraiser herself before moving into marketing, Brandi understands both sides of the equation—and why trust and alignment between these teams is critical for program success.

We’ll also discuss:

• The crucial difference between marketing and recruitment—and why that distinction matters for program outcomes
• Practical strategies for balancing lead generation with sustainable participant experiences
• How to set field teams up for success when marketing campaigns exceed expectations

Mentioned Links

Wounded Warrior Project

Carry Forward 5K

Stay Connected on LinkedIn

Connect with Brandi

Connect with Marcie

Connect with the Peer-to-Peer Professional Forum

• (00:00) - Welcome to The P2P Soap Box
• (03:21) - Introducing Brandi Glover
• (05:48) - The P2P-Marketing Handshake
• (28:18) - Learn More

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 behind Team To End AIDS (T2). Competing as a “small fish in a big pond”, T2 has carved out a distinct space in both a large metro market & the crowded endurance fundraising world by leading with accessibility and values instead of exclusivity. We’ll also dig into what it really takes to build a community-centered program, especially in the context of HIV advocacy.

Together, we’ll explore:

• Why keeping fundraising minimums low (and removing maximums) creates a more inclusive experience
• How the endurance fundraising space is shifting - and where new opportunities are opening up
• Practical tips for smaller programs looking to grow and deepen participant connection

Mentioned Links

www.T2EA.org

On Facebook & Instagram

Stay Connected on LinkedIn

Connect with Jonathan

Connect with Marcie

Connect with the Peer-to-Peer Professional Forum

• (00:00) - Welcome to The P2P Soap Box
• (02:28) - Introducing Jonathan Harris & Christina Robinson
• (05:32) - How do you stand out?
• (09:20) - Shaping the Participant Experience
• (16:46) - Inclusivity
• (18:10) - The Rebound of the Endurance Space
• (22:28) - Growing Share of Community
• (28:06) - Learn More

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 relationships.

In this episode, P2PPF’s Marcie Maxwell chats with two nonprofit pros who’ve successfully navigated this space — Aimee Yrlas-Simpson, Chief Development Officer, and Angela Ridenour, Development Manager at the Immune Deficiency Foundation. IDF’s journey into the creator world began when they connected with global streamer Ironmouse, who also happens to be a member of the primary immunodeficiency community.

Together, we’ll explore:

• The key differences and surprising similarities between content creators and traditional P2P fundraisers
• Strategies for cultivating relationships in a digital-first landscape
• How to build mutually beneficial, mission-aligned partnerships with content creators

Mentioned Links

Primaryimmune.org

https://primaryimmune.org/get-involved/raise-awareness-and-funds-idf/diy-gaming

Plasmahero.org

Stay Connected on LinkedIn

Connect with Aimee

Connect with Angela

Connect with Marcie

Connect with the Peer-to-Peer Professional Forum

• (00:00) - Welcome to The P2P Soap Box
• (05:59) - Launching Into Streaming

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, P2PPF’s Marcie Maxwell speaks with Cliff Whitlock, National Director of Ride to Defeat ALS at the ALS Association. Cliff shares how his team is expanding their growing ride series into new markets, the criteria they use to assess potential locations, and what it takes to launch successfully, from staff training to local engagement.

You’ll also learn:

• Why local volunteer leadership is essential
• Strategies for building credibility in new communities
• Key lessons learned from first-year hurdles and how to overcome them

Mentioned Links

als.org

als.org/ridetodefeatals

Stay Connected on LinkedIn

Connect with Cliff

Connect with Marcie

Connect with the Peer-to-Peer Professional Forum

• (00:00) - Welcome to The P2P Soap Box
• (01:20) - Introducing Cliff Whitlock
• (04:30) - The Rides to Defeat ALS
• (10:45) - The Power of the Assessment
• (13:26) - Motivation
• (16:06) - Building Community in a New Location
• (30:00) - Learn More at ALS.org

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 powerful campaign that inspired the Parkinson’s community worldwide.

Pat Morrissey, the first person with Parkinson’s to complete this journey, and Liz Deemer, Vice President of Community Fundraising at MJFF, join P2PPF’s Marcie Maxwell to share the behind-the-scenes story of Team Human Powered Potential—recipients of the 2025 Cash, Sweat & Tears Award—and the incredible impact of this campaign.

In this episode, we’ll also explore:

• How to recognize and respond to bold, supporter-led fundraising opportunities
• What makes staff–fundraiser relationships thrive under high-stakes pressure
• Practical takeaways for activating your community in powerful and unexpected ways

Mentioned Links

www.michaeljfox.org

www.teamfox.org

www.humanpoweredpotential.org

On Instagram: @humanpoweredpotential

Stay Connected on LinkedIn

Connect with Liz

Connect with Marcie

Connect with the Peer-to-Peer Professional Forum

• (00:00) - Welcome to The P2P Soap Box
• (02:22) - Introducingt the Team
• (03:42) - Pat's Journey
• (10:53) - Liz's Journey
• (15:46) - The Story of the Numbers
• (28:30) - On the Water
• (33:57) - Organizational Challenges
• (37:28) - Advice for Professionals
• (42:14) - Learn More about MJFF

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. With strong internal alignment, consistent branding, and a collaborative approach, building out a mix of P2P campaigns can spark innovation, boost engagement, and drive real growth.

In this episode, P2PPF’s Marcie Maxwell is joined by Steve Merker, VP of Corporate and Community Partnerships at the Princess Margaret Cancer Foundation, Canada’s leading cancer fundraising organization, which was recently recognized as the 2025 Peer-to-Peer Professional Forum Organization Of The Year. They explore how Princess Margaret expanded its peer-to-peer portfolio from two events to eight, the growing pains and opportunities that come with that kind of scale, and how collaboration, brand clarity and a strategic mindset have fueled their success.

In this episode, we’ll also explore:

• Smart strategies for expanding your P2P event lineup without cannibalizing your audience
• How to foster internal alignment and reduce “turf wars” as your portfolio grows
• Ways to create synergy across events while keeping each program’s identity strong

Mentioned Links

Ride to Conquer Cancer

Walk to Conquer Cancer

Road Hockey to Conquer Cancer

Journey to Conquer Cancer

Northern Pass to Conquer Cancer

Cricket to Conquer Cancer

Stay Connected on LinkedIn

Connect with Steve

Connect with Marcie

Connect with the Peer-to-Peer Professional Forum

• (00:00) - Welcome to The P2P Soap Box
• (01:38) - Introducing Steve Merker
• (07:49) - The Spark of Expansion
• (11:38) - Navigating Challenges of Event Cross-over
• (16:13) - Branding
• (20:13) - Managing Complex Teams
• (22:56) - Advice for Growth
• (26:58) - Learn More

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 strategies for breaking through societal biases, fostering safe and welcoming event environments and building trust with donors.

You’ll also hear insights on:

• Creating an engaging community experience
• Equipping your staff with the tools and confidence needed to build meaningful connections and navigate stigma effectively
• Understanding a participant’s motivation and goals for their support

Mentioned Links

https://www.shatterproof.org/

http://shatterproofwalk.org/

On Facebook (@ShatterproofHQ), X (@shatterproofHQ), and Instagram (@weareshatterproof).

Stay Connected on LinkedIn

Connect with Shannon

Connect with Marcie

Connect with the Peer-to-Peer Professional Forum

• (00:00) - Welcome to The P2P Soap Box
• (01:34) - Introducing Shannon Greene
• (05:54) - About Shatterproof
• (07:30) - Shifting Approaches
• (15:30) - Getting Engaged, Feeling Safe
• (22:08) - Donor Trust
• (25:16) - Lessons Learned, Opportunities Ahead

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 his team faced a cybersecurity attack just three days before one of their largest peer-to-peer fundraising events. Ted dives into how his team shifted into problem-solving mode, the immediate and long-term impact on their fundraising efforts and the lessons they learned through the ordeal.

You’ll also hear insights on:

• Identifying alternate methods of communication.
• Harnessing the power of an empathetic and supportive community.
• Best practices for guiding and empowering your internal team during a crisis.

Mentioned Links

Lurie Children's Hospital of Chicago | Pediatric Medicine

Stay Connected on LinkedIn

Connect with Ted

Connect with Marcie

Connect with the Peer-to-Peer Professional Forum

• (00:00) - Welcome to The P2P Soap Box
• (00:59) - Introducing Ted McCartan
• (05:14) - About the Ann & Robert H. Lurie Children’s Hospital of Chicago Foundation Fundraising Programs
• (08:52) - The Cyber Security Breach
• (31:46) - Learn More