Season 3 Episode 4: Curating Space For Emotional Healing At P2P Events with Colorectal Cancer Alliance's Chelsea Edwards

Chelsea Edwards from the Colorectal Cancer Alliance shares how they have redesigned their walk program to create a healing space for their community.

Champions of the peer-to-peer industry understand that P2P events go far beyond just fundraising, raising awareness or building community. For those directly affected by our causes, these events can provide a powerful outlet for emotional healing—a meaningful way to take action, mourn, celebrate and feel less isolated in their struggles.

However, this critical component can often be overshadowed by broader fundraising and marketing strategies. In our efforts to design events that attract the widest possible audience, we can lose sight of creating experiences that truly center those most directly impacted.

In this episode, Marcie Maxwell of P2PPF is joined by Chelsea Edwards, Senior Director of Peer-to-Peer Giving at the Colorectal Cancer Alliance, to discuss the recent transformation of the organization’s flagship event from the Undy Run to the Walk To End Colon Cancer. Together, they explore the motivations behind this shift and the strategic decision to redesign the event to better serve those diagnosed with colorectal cancer and their loved ones, rather than just the general public. Chelsea delves into how their new signature experience, “A Moment of Unsilence,” was developed and the profound impact it has had on the community.

This episode also covers:

– Emotional healing as a cornerstone of P2P events
– Securing buy-in from leadership and local communities for change
– The non-revenue benefits of P2P communities

Mentioned Links
Colorectal Cancer Alliance

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Podcast Guest

Chelsea Edwards is an accomplished leader with over 15 years of experience in fundraising, people and project management, and strategic leadership. Currently serving as the Senior Director of Peer to Peer Giving at the Colorectal Cancer Alliance, she has led the rebranding and relaunch of the Alliance’s key community based fundraising products. Before the Alliance, Chelsea spent over a decade at the American Cancer Society, where she started in field level fundraising and moved up the ladder before holding national positions, managing various strategic initiatives and projects. Chelsea lives in Ohio with her husband David and their four children—Kaylee, Brooke, Cooper, and Colin—and spends all of her spare time at ballfields and basketball courts watching her kids play sports.

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.