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

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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