The American Foundation for Suicide Prevention’s Kathe Goller and Mike Lamma join the podcast to explore how peer-to-peer fundraising proves its value as a driver of growth and connection.
Peer-to-peer fundraising continues to hold a meaningful place in many organizations. But as revenue strategies diversify and new channels emerge, it’s facing fresh scrutiny, often from leaders who haven’t grown up in the P2P space. That shift is prompting important questions about where it fits and how its value is defined.
In this episode, Marcie Maxwell sits down with Kathe Goller, Senior Director of Community Fundraising, and Mike Lamma, Executive Vice President and COO at the American Foundation for Suicide Prevention. Together, they share the journey of building one of the most recognized walk programs in the country and what it took to move from early skepticism to sustained growth and long-term impact.
Kathe and Mike reflect on the key decisions and moments that helped establish peer-to-peer as a vital part of their organization’s success. They unpack how to communicate value beyond revenue, especially in times of increased pressure, and what it means to truly know your worth as a P2P leader. The conversation also explores how internal perspectives shifted from competition to collaboration, helping peer-to-peer earn its place alongside more traditional development strategies.
Together, we’ll explore:
– How peer-to-peer evolved at AFSP from uncertainty to a core driver of growth
– Ways to communicate value beyond dollars and strengthen leadership confidence
– What it takes to build internal alignment and position peer-to-peer as a strategic partner
Mentioned Links
AFSP.org
@AFSPnational on IG
@AFSPnational on X
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Connect with Kathe
Connect with Mike
Connect with Marcie
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Kathe Goller
Senior Director, Community Fundraising,
American Foundation for Suicide Prevention
Serving as Senior Director, Community Fundraising at the American Foundation for Suicide Prevention, Kathe is responsible for the sustainment and growth of the Foundation’s 32M peer to peer fundraising portfolio. She provides leadership and support for signature events including Out of the Darkness Walks and Construction Hike for Hope, as well as Paws for Prevention and Ride to Fight Suicide.
With over 25 years experience in the sector, she believes that fundraising events are mission delivery, and that the key to success is strong volunteer-staff partnership. She is passionate about helping individuals leverage their strengths for impact and holds a Certification in Volunteer Administration.
Kathe lives in Virginia with her husband, near her two adult children and the light of her life – her lively 3 year old granddaughter.
Mike Lamma
Executive Vice President and COO,
American Foundation for Suicide Prevention
Mike Lamma oversees all of AFSP’s fundraising initiatives—including walks, the Lifesavers Gala, and individual and corporate giving—as well as AFSP’s nationwide network of chapters, which raise funds and deliver prevention and support programs at the local level.
When he joined AFSP in 2004, he established the Out of the Darkness series including the Community and Campus Walks, which have grown from 25 walks to over 500—the Community Walks alone have become one of the top peer-to-peer fundraisers in the country. During his leadership, the chapters have grown from 18 sites to 79 chapters in all 50 states. Mike has more than 30 years of progressive fundraising and chapter development experience at the local, regional, and national levels. Under his leadership, fundraising has increased over 900 percent—from $2 million a year to over $32 million in 2018.
Before joining AFSP, his career included leadership roles at the Cystic Fibrosis Foundation, National Multiple Sclerosis Society, American Diabetes Association, and the Huntington’s Disease Society of America.
He holds a master’s degree in Public Administration from Virginia Tech and a bachelor’s degree in Political Science from Radford College. Mike resides in New Jersey with wife Bethanne and daughters Mel and Hannah.
Podcast Host
Marcie Maxwell
CEO, Peer-to-Peer Professional Forum
Marcie Maxwell is the CEO 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.