Season 3 Episode 3: Expanding Your Peer-to-Peer Fundraising Portfolio with City of Hope’s Robyn Mendez

City of Hope's Robyn Mendez walks us through her team’s decision to expand its single market walk to a national footprint - and what they are learning along the way.

Expanding your peer-to-peer (P2P) portfolio is vital for long-term growth and sustainability. By diversifying P2P revenue streams, you can not only raise more funds but also attract new supporters, foster a more inclusive community, and reduce financial risk.

The challenge often lies in determining the right timing and approach for expansion. Is your organization seeking to engage a specific audience? Are you planning to scale an existing program into new communities or introduce an entirely new initiative? Ultimately, successful expansion hinges on prioritizing the next right activity that aligns with your organization’s mission and goals.

In this episode, P2PPF’s Marcie Maxwell sits down with Robyn Mendez, industry veteran and City of Hope’s Associate Vice President of Legacy and National Events. Robyn will share her team’s decision-making framework for expanding their signature Walk for Hope from a single-market event to a national footprint. We’ll dig into the importance of setting clear expectations, plus the budget and staffing implications of such a significant change.

Additionally, this episode covers:

– The role of staff and volunteers when entering a new market

– Lessons learned from Year 1 of a strategic program expansion

– Alternate considerations for P2P portfolio growth

Mentioned Links
City of Hope
Walk for Hope
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Podcast Guest

Robyn is the Associate Vice President of Legacy and National Events for City of Hope. She is currently helping COH grow the LA-based Walk for Hope into a national event. She’s spent 20+ years working in P2P fundraising and non-profit technology including time at MD Anderson Cancer Center, National MS Society, Susan G. Komen, Blackbaud/Convio and Tiltify. She lives in Houston, TX with her family, Juan, Julianna and Jonathan, and has a spoiled rotten Frenchie named Winston.

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.