Season 6 Episode 6: Reimagining Your Social Challenge Strategy with Cancer Research UK’s Gareth Mulcahy

Cancer Research UK’s Gareth Mulcahy joins the podcast to explore how organizations can reimagine their role in today’s social challenge landscape.

Social challenges surged during COVID, creating a powerful wave of participation and connection. Now, as the landscape matures, many organizations are asking where these P2P campaigns truly fit and how to evolve them with intention.

In this episode, Marcie Maxwell sits down with Gareth Mulcahy, Head of Proposition at Cancer Research UK. Gareth brings a candid perspective on why social challenges still matter, and how his team continues to adapt their portfolio to stay relevant, responsive, and rooted in supporter needs.

Gareth shares what it takes to operate at the speed social challenges demand, from shifting internal mindsets to launching campaigns in months rather than years. He also dives into how meaningful storytelling and thoughtful campaign design can help challenges stand out in an increasingly crowded space. Along the way, the conversation tackles how to guide leadership through changing results, and how to discern whether social challenges are the right fit for your organization at all.

Together, we’ll explore:

– The role social challenges play in a modern fundraising portfolio and what drives sustained success
– How speed, storytelling, and authenticity shape standout campaigns
– When to lean into social challenges and when it may be time to step back

Mentioned Links
https://www.cancerresearchuk.org/

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Podcast Guest

Gareth has spent over 25 years at Cancer Research UK, the world’s largest independent cancer research charity, funding significant research globally.

He oversees audience-centric strategies and planning of innovative mass participation events to drive circa £90 million income for life-saving research. As Head of Proposition, he leads multi-year planning and oversees partnerships with more than 25 giving platforms, ensuring strategic growth and deeper donor engagement. Gareth’s work is driven by a personal mission to “keep people together for longer.”

Outside of work, he enjoys family time, travel, and sports—and still hopes to conquer the London Marathon one day.

Podcast Host

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.