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

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• (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

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• (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