Season 3 Episode 5: Mobilizing The Next Generation Of Fundraisers with the Canadian Cancer Society’s Laurie Benner

The Canadian Cancer Society’s Laurie Benner discusses how your organization can build strong staff-volunteer partnerships with young leaders and start them on a lifelong journey of support.

One of the most pressing questions facing the peer-to-peer fundraising industry is, “How do we better engage the next generation of fundraisers?”

With each generational shift, it can be daunting to understand the motivations of the emerging group and adapt to their preferences. Gen Z and young Millennials, now aged 12 to 30, are no exception. Their expectations for transparency, community and social responsibility demand that P2P programs move beyond cookie-cutter fundraising approaches, focusing instead on building trust, fostering meaningful connections, and empowering personal autonomy.

In this episode, Marcie Maxwell sits down with Laurie Benner, the Interim VP, Signature Programs at the Canadian Cancer Society, to chat about the organization’s fastest-growing P2P Campaign, Relay For Life Youth Program. Together, they discuss how and why the organization has placed a strategic emphasis on the Gen Z & Young Millennial demographic and dig into the unique lessons learned about youth volunteers, including communication preferences and messaging.

This episode also covers:

– Building trust with youth volunteers
– How to harness unique skills of unique volunteers
– Identify the right staff partners to work with this demographic

Mentioned Links

Relay For Life Canada
Canadian Cancer Society
Instagram: @YouthRelay

Stay Connected on LinkedIn

Connect with Laurie
Connect with Marcie
Connect with the Peer-to-Peer Professional Forum

Podcast Guest

Laurie Benner is the Interim VP, Signature Programs at the Canadian Cancer Society, where she and her team lead several national fundraising programs including CIBC Run For The Cure, Relay For Life and Cops for Cancer. A firm believer in the power of community, Laurie’s career has centered around strategically developing opportunities to drive impact through fundraising, as well as provide support for people united by a common motivation. Laurie and her team are responsible for hosting hundreds of events across the country with the support of thousands of volunteers. Her 15-year career with P2P and a life time of volunteer work was given Laurie unique insight into how to build meaningful, long lasting and rewarding partnerships with volunteers, donors and sponsors. Laurie lives in St. Thomas, Ontario with her partner and adorable dog.

Podcast Host

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.