Peer-to-Peer Professional Forum

Peer-to-Peer Fundraising

Cliff Whitlock shares how the ALS Association is expanding its Ride to Defeat ALS to new markets, focusing on planning, staffing and local engagement for successful market launches.

In the early days of peer-to-peer fundraising, one of the fastest ways to grow a program was to launch events in new markets. But many organizations scaled back over time, whether due to strategic shifts or limited resources. So what happens when it’s time to grow again? How do you evaluate new opportunities and ensure long-term success?

Expanding into a new market involves much more than adding a city to your event series. It requires significant lead time to build local relationships, experienced mentorship, and the right team in place with boots on the ground.

In this episode, P2PPF’s Marcie Maxwell speaks with Cliff Whitlock, National Director of Ride to Defeat ALS at the ALS Association. Cliff shares how his team is expanding their growing ride series into new markets, the criteria they use to assess potential locations, and what it takes to launch successfully, from staff training to local engagement.

You’ll also learn:

– Why local volunteer leadership is essential
– Strategies for building credibility in new communities
– Key lessons learned from first-year hurdles and how to overcome them

Mentioned Links
als.org
als.org/ridetodefeatals 

Stay Connected on LinkedIn
Connect with Cliff
Connect with Marcie
Connect with the Peer-to-Peer Professional Forum

Podcast Guest

Cliff Whitlock

National Director of Ride to Defeat ALS and Team Challenge ALS, THE ALS ASSOCIATION

Cliff Whitlock is a nonprofit leader with more than 15 years of experience in peer-to-peer fundraising, endurance events, and revenue generation for organizations. As National Director of Ride to Defeat ALS and Team Challenge ALS at the ALS Association, he oversees strategic growth, manages nationwide endurance events, and leads fundraising initiatives to support the fight against ALS. Passionate about achieving the seemingly impossible, Cliff is dedicated to building powerful experiences that inspire communities to take action and reach higher.

Linkedin Envelope

Podcast Host

Marcie

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.

Linkedin Envelope