As many P2P programs strive to expand, organizations often grapple with a core question: should they focus resources on deepening engagement with current supporters or invest in acquiring new ones?

The answer isn’t always one strategy over the other—it’s important to consider your mission’s scope. For causes that directly impact millions, investing in participant acquisition can also help drive broader awareness and connect more people to essential services and support. For missions affecting a smaller community, creating deeper connections and boosting engagement may be more effective.

In today’s episode, Marcie Maxwell sits down with industry veteran Megan Gavin, Vice President of Field Campaign and Community Initiatives at the American Diabetes Association. They dive into how her team developed a strategic plan to drive exponential growth for their flagship P2P event, Step Out Walk, aiming to engage more of the 38 million people living with diabetes in the U.S.

Tune in as they also discuss:

- Using data to guide staff toward high-impact activities

- Leveraging AI tools for lead generation

- The critical role of effective event leadership

Mentioned Links

www.diabetes.org

On Facebook (@American Diabetes Association), X (@AmDiabetesAssn), and Instagram (@AmDiabetesAssn)

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• (00:00) - Welcome to The P2P Soap Box
• (01:24) - Introducing Megan Gavin
• (04:26) - Tour de Cure and Step Out for Work
• (07:45) - Building New Networks
• (10:22) - ROI on Marketing Investments
• (15:04) - Results
• (19:18) - Learn More