Peer-to-Peer Professional Forum

Peer-to-Peer Fundraising

The AIDS Foundation Chicago’s Jonathan Harris & Christina Robinson join the podcast to discuss how their Team To End AIDS (T2) program is thriving as a “small fish in a big pond.”

Marketers love to throw around terms like “share of voice” and “share of wallet” – ways to track how much attention or spending a brand commands. But in peer-to-peer fundraising, there’s a different kind of share that matters more.
 
Growing your “share of community” is about going deeper with the people closest to your cause – the ones who feel seen, included and inspired to take part. It’s not about reaching everyone. It’s about prioritizing the people who already care.

In this episode, Marcie Maxwell talks with Jonathan Harris and Christina Robinson from the AIDS Foundation Chicago, the duo behind Team To End AIDS (T2). Competing as a “small fish in a big pond”, T2 has carved out a distinct space in both a large metro market & the crowded endurance fundraising world by leading with accessibility and values instead of exclusivity. We’ll also dig into what it really takes to build a community-centered program, especially in the context of HIV advocacy.
 
Together, we’ll explore:

– Why keeping fundraising minimums low (and removing maximums) creates a more inclusive experience
– How the endurance fundraising space is shifting – and where new opportunities are opening up
– Practical tips for smaller programs looking to grow and deepen participant connection

 
Mentioned Links
 
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Podcast Guests

Jonathan Harris

Director of TEAM TO END AIDS (T2),
AIDS Foundation Chicago

Since 2013, Jonathan Harris has been the Director of TEAM TO END AIDS (T2), the Endurance Training Charity program benefiting the AIDS Foundation Chicago. An avid runner, Jonathan puts in the miles alongside his athletes. He says, it is the best way to get to know his team on an individual basis and foster a closeknit family-like atmosphere.

Prior to joining AFC, Jonathan has worked for non-profits including Lurie Children’s Hospital of Chicago and The Anti-Cruelty Society.

During his downtime, Jonathan continues to run, bike, golf and spend time with his family, including wife (Andee), kids (Avery and Eden) and Labrador Retriever (Sunny).

Jonathan has a BA in sociology from the University of Wisconsin – Madison and a MS in Marketing Communications from Northwestern University.

He is a thought leader in peer-to-peer charity fundraising circles. Jonathan is a long-time attendee of the P2P Forum, having presented in the Endurance Summit twice. He enjoys contributing to the general P2P conversation and mentoring newer staff across numerous organizations.

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Christina Robinson

Team Manager of TEAM TO END AIDS (T2),
AIDS Foundation Chicago

Christina Robinson will celebrate her 10th anniversary as Team Manager of TEAM TO END AIDS (T2) in June 2025. She has been affectionately dubbed “Momager” by the T2 athletes, as she is a Mother Hen to all. She has run two marathons and multiple half marathons, raising over $6,000 for local Chicago charities. Christina has attended several of the P2P Forum conferences. Her favorite part is the conversation and problem-solving among fellow conference goers.

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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.

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