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
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- (00:00) - Welcome to The P2P Soap Box
- (02:07) - Introducing Gareth Mulcahy
- (05:08) - Why do Social Challenges Still Matter at Cancer Research UK?
- (09:16) - Ramping Speed
- (24:04) - Learn More
What is The P2P Soapbox?
As peer-to-peer fundraising professionals, we are inherently passionate people. Passionate about our missions, our fundraisers, our events, and our campaigns. We barely shy away from sharing our opinions. Whether it's the debate between back-to-basics, or searching for the next big idea, the battle of retention versus recruitment, or even our very strong feelings about T-shirts and registration fees.
Welcome to The P2P box, a brand new podcast that amplifies the voices of our peer-to-peer fundraising community and gives us a platform — a box, if you will — to discuss the hot topics facing our industry.
Join your host and P2P BFF, Marcie Maxwell, the Managing Director of the Peer-to-Peer Professional Forum, as she sits down with industry peers and leaders, delving deep into their box issues, sharing best practices, and celebrating success stories.