Season 1 | Episode 7: Understanding & Learning From Your P2P Customers with Children’s Miracle Network Hospitals’ Mike Kinney

Mike Kinney from Children’s Miracle Network Hospitals joins this week’s podcast to share how his team is using “customer intimacy” to evolve their peer-to-peer fundraising programs

In recent years, customer expectations have rapidly evolved. We’ve shifted from traditional grocery shopping to curbside pick-up, in-person doctor’s visits to telehealth appointments, and gym memberships to home fitness setups. What we wanted as customers just a few years ago is not what we want now.

The same can be said for our P2P participants – our “customers.” What they needed and expected from our P2P programs isn’t the same anymore. So where do we go from here?

The first and most critical step is taking the time to listen and understand how their needs, preferences, and pain points have changed – and bring them into the evolutionary process. Consistent customer engagement will not only nurture trust and long-lasting connections, but also fuel innovation, ensuring your relevance in a dynamic market.

In this episode, P2PPF’s Marcie Maxwell is joined by Mike Kinney, VP of Program Strategy & Community Experience at Children’s Miracle Network Hospitals. Mike and Marcie discuss CMN Hospital’s two signature peer-to-peer programs, Miracle Network Dance Marathon and Extra Life – both members of the 2022 US Top 30 – and how they prioritize deep relationship building and continuous active listening to stay on top of rising trends. They also dig into the mysteries of Gen Z, the next generation of fundraisers and donors.

In today’s episode, we’ll explore:

– The idea of “customer intimacy”
– The importance of understanding generational & geographical differences
– How listening to your audience can drive innovation

Mentioned Links

Children’s Miracle Network Hospitals

Miracle Network Dance Marathon

Extra Life

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Podcast Guest

Mike Kinney is the VP of Program Strategy & Community Experience at Children’s Miracle Network Hospitals. He oversees CMN Hospitals’ peer-to-peer efforts, shapes engagement strategies, and encourages the adoption of new technology to transform businesses operations. Since 2013, Mike has been at the forefront of assisting nonprofit organizations in optimizing their peer-to-peer fundraising initiatives. Through his work on the Extra Life program, he is responsible for pioneering the adoption of live stream platforms as strategic fundraising channels and establishing virtual best practices that are now widely applied across the industry. While he is a fan of all things tech, you will most likely find him enjoying the outdoors with his family to unplug and recharge.

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.