Peer-to-peer fundraising continues to hold a meaningful place in many organizations. But as revenue strategies diversify and new channels emerge, it’s facing fresh scrutiny, often from leaders who haven’t grown up in the P2P space. That shift is prompting important questions about where it fits and how its value is defined.

In this episode, Marcie Maxwell sits down with Kathe Goller, Senior Director of Community Fundraising, and Mike Lamma, Executive Vice President and COO at the American Foundation for Suicide Prevention. Together, they share the journey of building one of the most recognized walk programs in the country and what it took to move from early skepticism to sustained growth and long-term impact.

Kathe and Mike reflect on the key decisions and moments that helped establish peer-to-peer as a vital part of their organization’s success. They unpack how to communicate value beyond revenue, especially in times of increased pressure, and what it means to truly know your worth as a P2P leader. The conversation also explores how internal perspectives shifted from competition to collaboration, helping peer-to-peer earn its place alongside more traditional development strategies.

Together, we’ll explore:

• How peer-to-peer evolved at AFSP from uncertainty to a core driver of growth
• Ways to communicate value beyond dollars and strengthen leadership confidence
• What it takes to build internal alignment and position peer-to-peer as a strategic partner

Mentioned Links

• AFSP.org
• @AFSPnational on IG
• @AFSPnational on X

Stay Connected on LinkedIn

• ​Connect with Kathe
• Connect with Mike
• Connect with Marcie
• Connect with the Peer-to-Peer Professional Forum

• (00:00) - Welcome to The P2P Soap Box
• (02:58) - Introducing Mike Lamma and Kathe Goller
• (06:16) - When is the Walk a Walk?
• (08:53) - Turning Peer-to-Peer into an Engine for Growth
• (14:28) - Selling the Value of Peer-to-Peer
• (22:28) - Understanding Your Data
• (29:48) - Build Effective Buy-in
• (34:31) - Get Involved