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
Northern Pass to Conquer Cancer
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