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
• (02:27) - Introducing Jessica Woomer
• (06:58) - Resources when Skies are Clear
• (15:07) - Messaging in Crisis
• (25:42) - Assessing Success
• (29:39) - Learn More... Get Involved!

There's a fundamental difference between inheriting a well-oiled P2P machine and building one from scratch. When you're tasked with creating systems, culture and infrastructure that need to scale alongside explosive organizational growth, you're not just managing programs - you're architecting the future.

But here's what most people don't realize: the "builder’s mindset" isn't just about launching new initiatives. It's about thinking three steps ahead while solving today's problems. It's about maintaining the heart and soul of grassroots programs while constructing the professional backbone they need to thrive at scale.

In this episode, Marcie Maxwell talks with Kayln Henkel, Chief Advancement Officer at the Parkinson's Foundation, who's made her career out of building sustainable fundraising programs from the ground up. As employee #44 at the Parkinson's Foundation, Kayln has had a front-row seat to the unique challenges that come with rapid growth - scaling from three walk events to 50+, navigating mergers, launching new program formats and preparing leadership for the kind of transformation that changes everything.

Together, we'll explore:

- Strategic staffing evolution and emerging P2P roles

- Preparing leadership for growth through change management and ROI demonstration

- Maintaining program culture while building scalable infrastructure

Mentioned Links

parkinson.org

movingdaywalk.org

parkinsonsrevolution.org

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• (00:00) - Welcome to The P2P Soap Box
• (02:39) - Introducing Kayln Henkel
• (07:08) - Growing Up with the Organization
• (16:31) - Setting the Long-Term Vision
• (22:08) - Staffing
• (27:00) - Preparing the Team for Growth
• (31:50) - Learn More

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

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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