Social challenges surged during COVID, creating a powerful wave of participation and connection. Now, as the landscape matures, many organizations are asking where these P2P campaigns truly fit and how to evolve them with intention.

In this episode, Marcie Maxwell sits down with Gareth Mulcahy, Head of Proposition at Cancer Research UK. Gareth brings a candid perspective on why social challenges still matter, and how his team continues to adapt their portfolio to stay relevant, responsive, and rooted in supporter needs.

Gareth shares what it takes to operate at the speed social challenges demand, from shifting internal mindsets to launching campaigns in months rather than years. He also dives into how meaningful storytelling and thoughtful campaign design can help challenges stand out in an increasingly crowded space. Along the way, the conversation tackles how to guide leadership through changing results, and how to discern whether social challenges are the right fit for your organization at all.

Together, we’ll explore:

• The role social challenges play in a modern fundraising portfolio and what drives sustained success
• How speed, storytelling, and authenticity shape standout campaigns
• When to lean into social challenges and when it may be time to step back

Mentioned Links

• Cancer Research UK

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• (00:00) - Welcome to The P2P Soap Box
• (02:07) - Introducing Gareth Mulcahy
• (05:08) - Why do Social Challenges Still Matter at Cancer Research UK?
• (09:16) - Ramping Speed
• (24:04) - Learn More