World Vision USA’s Lyndsey Deane Ratchford shares how Team World Vision is centering the needs and motivations of their runners at the heart of their messaging strategy

In the world of peer-to-peer fundraising, endurance events present a distinct set of challenges and opportunities. These events typically entail a much longer engagement window, offering both the chance to cultivate enduring relationships with participants and the hurdle of sustaining their involvement over an extended period of time.

For many participants, the commitment required—both physically and in fundraising—can be daunting, especially for first-timers. As nonprofits, it’s easy to focus our communication solely on fundraising goals and our mission, but in doing so, we may overlook a crucial aspect: supporting the individual athlete in their personal journey.

In this episode, P2PPF’s Marcie Maxwell is joined by World Vision USA’s Lyndsey Deane Ratchford. They delve into the significance of crafting a fundraiser communication journey that revolves around the needs and motivations of their runners and discuss how these overarching concepts can translate into a comprehensive multi-channel messaging strategy.

In this episode, we’ll also explore:
– The value of creating custom messaging strategies for different demographic audiences
– The power of vulnerability & empathy in peer-to-peer relationships
– How to help your team prioritize participant-centric communication

Mentioned Links
Team World Vision
World Vision USA
World Vision International

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Podcast Guest

Lyndsey Deane Ratchford

National Director, Team World Vision

Lyndsey Deane Ratchford is the National Director of Team World Vision, a P2P fundraising arm of the global humanitarian organization World Vision. Team World Vision invites people to step through fear to take on life-changing challenges to help end the global water crisis and provide sustainable development for some of the most vulnerable communities in the world. Lyndsey’s passion is to see everyday men and women recognize their own power and leverage it for the betterment of the world. Lyndsey, better known as LDR, is currently living-the-dream with her partner, George and 3-year-old daughter, Thea in Cleveland Heights, Ohio.

Podcast Host


Marcie Maxwell

Managing Director, Peer-to-Peer Professional Forum

Marcie Maxwell is the Managing Director of the Peer-to-Peer Professional Forum. Marcie joined the P2PPF team in 2021 after 15+ years as a front-line fundraiser, national events & campaign director and fundraising consultant. In her role, Marcie serves as a primary thought leader and community builder for the peer-to-peer fundraising industry. She started her career in fundraising with 10+ years at St. Jude Children’s Research Hospital, where she ran local fundraising events, managed national volunteer partnerships and launched their national walk program. She then spent 5+ years as the Director of Chapter Fundraising Events with Make-A-Wish America, where she provided strategy, support & training to 60 chapters on the full event portfolio – walks, school fundraising, an endurance hiking program and galas & social events. In her most recent role at Charity Dynamics, she partnered with clients to provide strategic guidance and analysis to help them optimize and grow their peer-to-peer fundraising events & campaigns. She holds a bachelor’s degree in Mass Communication from Louisiana State University and a master’s degree in Ethical Leadership from Christian Brothers University. She resides in Memphis, TN.