Fundraising revenue operations
Your donation revenue is not predictable, your pipeline is not reliable, and you don’t know why.
We install fundraising revenue operations — pipeline science — so your CRM captures the truth, maps the donor life cycle, and gives you a forecast you can defend. We simplify it and execute it.
The gap
Most direct-to-donor teams fly blind.
Data entry is left to individual contributors, so activity tracking is incomplete and unreliable. Without clean inputs, you can’t measure what matters — and you end up coaching the wrong skills at the wrong stage.
Staff go on PIPs. Turnover rises. The process stays broken. The cost is real.
The system — four pillars
One system. Not four services.
Pipeline science sounds complicated. We simplify it and execute it.
Capture
Automatic. No honor system. No deviation.
Automatic activity capture removes the dependency on human data entry. Fewer steps. More accurate data. The CRM becomes the team’s ally, not its enemy.
Capture engagementMap
Every stage has a conversion metric.
Pipeline stages aligned to one clearly defined donor development process, so forecasting has a framework instead of a feeling.
Map engagementCoach
Benchmark each stage. Remediate the actual skill gap.
Leading KPIs surface exactly where each contributor falls beneath the standard. Coach the gap — not the entire motion.
Coach engagementGenerate
Qualified leads that feed a pipeline built to convert them.
Demand that matches the process, mapped accurately through every stage of the donor life cycle.
Generate engagement
Who we serve
Direct-to-donor teams with a mandate to grow.
National and regional nonprofits with a board-mandated growth mandate and a direct-to-donor development team. We turn away grant shops and event-led organizations — our wheelhouse is direct development.
Services
Each service maps to a pillar.
Capture. Map the donor life cycle. Coach to the gap. Generate qualified leads. Propensity later, once the foundation holds. Training so the team owns it.
- Read
Capture & CRM optimization
Automatic capture. No deviation. A CRM the team actually uses.
- Read
Donor life cycle mapping
Every stage has a conversion metric. Pipeline stages match the process you actually run.
- Read
Metrics-based coaching
Coach the gap. Not the entire motion.
- Read
Demand generation & lead qualification
Qualified donor leads that feed a pipeline built to convert them.
- Read
Propensity & forecasting
Regression analysis on stage propensity — after capture and process are trustworthy.
- Read
Staff training
The team runs the system. We train them to own it.
Proof
Three domains. Three leaders. One method.
Brian Marella
Founder & Chief Development Officer
Brings tech-industry sophistication to the nonprofit sector — the level of rigor the space has been waiting for. CRO of technology companies. Scaled a startup from zero to over ten million ARR. Built the reporting system that became pipeline science. Rolled up his sleeves and lived the breakdown firsthand on the front line of a national nonprofit.
Rebecca Elgin
Co-Founder & Chief Operations Officer
Executive-level revenue operations leader. Most recently vice president of global revenue operations. Certified Salesforce administrator with deep HubSpot experience. Leads the systems and automation that make the CRM the team's ally, not its enemy.
Bill Marella
Co-Founder and Interim CEO
Thirty years of nonprofit leadership as an Executive Director and Chief Operating Officer. Nonprofit compliance, governance, and data analytics. The domain expert who keeps the method honest.
Backed by Salesforce developers, administrators, and Blackbaud and HubSpot certified professionals. Small but mighty, with the networks to serve nonprofits of any size.
Training — take a piece with you
AI Prompt Guide for Fundraising Professionals
The working set we use when we train development teams. Phone, LinkedIn, year-end, DAFs, the ask, and the CRM — then a short checklist before anything is sent.
21% off professional services for all nonprofit partners.
Why 21%Limited founding slots
The work at no fee. A named case study you approve.
For executives who intend to scale. We need proof. You need capacity. A handful of scoped engagements this quarter.
Book time to meet with us
The first meeting ends with one realization: whether you have a scientific pipeline — and a CRM that generates trustworthy leading KPIs.