JD: There is another wrinkle, recently (January 2016) a very well-known cyclist/mechanic died by suicide. The bicycle community is rocked by this tragedy. Unfortunately, the bike shop he worked at has decided to have a memorial ride for him on the very same day as the tour. Whenever I have seen "negative social media" (regarding the conflicting dates), I have posted positive statements that folks should ride in whichever event that they desire. I am going to blog/email a newsprint journalist who has published two different articles in the past about some other bicycle events that I have done in the past. I'm thinking, "Wow, look at the impact the biking community can have on suicide prevention, etc." as an angle to pitch to the news writer. Do you have any suggestions for me? I'd appreciate any insights that you might have.
KV: Is there any hope of collaboration? If so, that could be a win and could fix some other problems you have, like low sign-up. Barring collaboration, taking the high road as you’ve done is your best bet. No amount of planning could have forestalled this problem so it could be a “rebuilding year” as the college coaches say.
JD: Collaboration was not possible as the deceased's family does not want to even refer to the death as a suicide—a very common reaction to the stigma and taboo facing all surviving loved ones of suicide victims. I couldn't cross that family's boundaries so blatantly.
KV: There are times I wish I were smarter. This is one of those times. I think you’ve done what you can by supporting them and being kind.
For next year, here are some thoughts:
- Restructure. Ditch the registration fee unless you decide to put on a Pelotonia-esque event that has great retail appeal. If you go that way, it is a different beast. Frankly, without a great, big old budget to create this fantastic event, it will be tough to create a retail-friendly offering. But if not that, lean on mission connection instead of sales prices to raise money. Go with no registration fee, no physical barriers to entry (as in, create a space for the beach bike crowd, maybe even the Big Wheel crowd) and use recognition to drive fundraising and participation. This could manifest as a [do-it-yourself] event or a coordinated activity.
- Create a recognition structure expanding on the good start you have this year. And recognize relentlessly: for fundraising, for last year’s fundraising (love the bib numbers!), for recruiting others, for getting sponsors, for being a sponsor, for leadership volunteerism, for being a survivor, for being a surviving family, whatever you can find. And, here's the good news—you can recruit someone and put them in charge of "relentless recognition." What a fun job!
- Recruit a volunteer leadership committee for the ride, with the full blessing of your board (which may be its own separate effort). Ask people to help in meaningful ways. It’s like a potluck supper versus a fancy dinner that you have prepared all by yourself. If I say I will bring the potato salad (which you gushed over when you invited me) to your dinner, then I am way more likely to show up. If you’re not counting on me for my amazing potato salad, I am iffy on being there. When the moment comes, without the pressure of the potato salad, maybe I want to watch Netflix instead of going out tonight. Likewise, people on the volunteer leadership committee are very likely to fundraise, recruit and participate if you put them in charge of something, like the potato salad at your dinner. That investing with a responsibility does several things: Relieves your load by turning you into a manager rather than a doer, makes them more connected and likely to recruit and fundraise, and most important, expands your connections into the community for recruitment purposes.
- If you go the social relationship route, with focus on mission-connection, ditch the broad, shotgun advertising. Mass advertising is for when you are selling something anyone will buy. If you go with a mission-connected/social relationship-type event, you are not selling something people will buy. With a social/mission-connected event, go to the connections you already have (including the newly recruited committee’s connections), and do peer-to-peer recruitment. It is just as powerful as peer-to-peer fundraising. More than anything else, know that your very effort, regardless of whether you hit a financial goal or not, creates good karma in this world. You are wearing the white hat.
My conversation with Jean is really similar to the conversations I have with national clients, trying to help them reconcile the natural tendencies of human decision-making with the effort to raise money in a peer-to-peer way.
- Categories:
- Event Management
- Peer to Peer
- Prospects

Otis Fulton, Ph.D., spent most of his career in the education industry, working at the psychometric research and development firm MetaMetrics Inc., Pearson Education and others. Since 2013, he has focused on the nonprofit sector, applying psychology to fundraising and donor behavior at Turnkey. He is the co-author of the 2017 book, ”Dollar Dash: The Behavioral Economics of Peer-to-Peer Fundraising,” and the 2023 book, "Social Fundraising: Mining the New Peer-to-Peer Landscape,"  and is a frequent speaker at national nonprofit conferences. With Katrina VanHuss, he co-authors a blog at NonProfit PRO, “Peeling the Onion,” on the intersection of psychology and philanthropy.
Otis is a much sought-after copywriter for nonprofit fundraising messages. He has written campaigns for UNICEF, St. Jude’s Children’s Research Hospital, March of Dimes, Susan G. Komen, the USO and dozens of other organizations. He has a Ph.D. in social psychology from Virginia Commonwealth University and a Bachelor of Arts from the University of Virginia, where he also played on UVA’s first ACC champion basketball team.

Katrina VanHuss has helped national nonprofits raise funds and friends since 1989 when she founded Turnkey. Her client’s successes and her dedication to research have made her a sought-after speaker, presenting at national conferences for Blackbaud, Peer to Peer Professional Forum, Nonprofit PRO, The Need Help Foundation and her clients’ national meetings. The firm’s work is underpinned by the study and application of behavioral economics and social psychology. Turnkey provides project engagements, coaching, counsel and staffing to nonprofits seeking to improve revenue or create new revenue. Her work extends into organizational alignment efforts and executive coaching.
Katrina regularly shares her wit and business experiences on her and Otis Fulton's NonProfit PRO blog “Peeling the Onion.” She and Otis are also co-authors of the books, "Dollar Dash: The Behavioral Economics of Peer-to-Peer Fundraising" and "Social Fundraising: Mining the New Peer-to-Peer Landscape." When not writing or researching, Katrina likes to make things — furniture from reclaimed wood, new gardens, food with no recipe. Katrina’s favorite Saturday is spent cleaning out the garage, mowing the grass, making something new, all while listening to loud music by now-deceased black women, throwing in a few sets on the weight bench off and on, then collapsing on the couch with her husband Otis to gang-watch new Netflix series whilst drinking sauvignon blanc.
Katrina grew up on a Virginia beef cattle and tobacco farm with her three brothers. She is accordingly skilled in hand to hand combat and witty repartee — skills gained at the expense of her brothers. Katrina’s claim to fame is having made it to the “American Gladiator” Richmond competition as a finalist in her late 20s, progressing in the competition until a strangely large blonde woman knocked her off a pedestal with an oversized pain-inducing Q-tip. Katrina’s mantra for life is “Be nice. Do good. Embrace embarrassment.” Clearly she’s got No. 3 down.





