What if your nonprofit could 5x its impact—without increasing staff, budget, or burning out your team?
Greg Harrell-Edge, former Executive Director of CoachArt, did just that. In this episode of Missions to Movements, Greg shares the mindset shifts, leadership strategies, and scalable systems that helped transform CoachArt’s impact and how he’s now empowering other Executive Directors to do the same through his new venture, the ProImpact Project.
The Turning Point: From 5% Growth to Bold Aspirational Goals
For years, Greg followed the standard nonprofit playbook: forecast 5% growth, work within your budget, and try not to rock the boat. But after one pivotal board retreat where he posed the question, “What does aspirational growth look like?”, CoachArt’s trajectory changed.
That retreat led to a 3-year goal to triple impact. What followed was five consecutive years of 37% year-over-year growth, all without increasing staff size.
“We didn’t change our budget dramatically—we changed our mindset,” Greg explains.
Smart Strategy, Not More Staff
The CoachArt team leaned into automation, outsourcing, and streamlined operations. They embraced a tech-forward approach and made strategic use of volunteer and contractor support. The key wasn’t working harder, it was working smarter.
By empowering the team to focus on their strengths, building efficient systems, and staying laser-focused on scalable impact, the organization grew exponentially and without the typical nonprofit burnout.
Rethinking Monthly Giving: The Advisory Board Model
One of Greg’s standout innovations was the creation of a monthly giving program that doubled as a virtual advisory board. Members contributed $25/month and were invited to quarterly Zoom calls offering strategic insight.
“We said, ‘We’re starting this for $25/month. If you’re interested in joining, you’re in,’” Greg recalls. “And all 30 people we asked said yes.”
This flipped the typical donor engagement model. Instead of just asking for advice or money, Greg did both. And it worked by creating a sense of community, deepening relationships, and turning donors into partners.
This “advice and donation” model especially resonated with professionals in tech and media, people who were eager to contribute both financially and intellectually.
From Executive Director to Founder: Launching the ProImpact Project
After stepping down from CoachArt, Greg realized his true passion was helping other nonprofit leaders achieve similar breakthroughs. That led to the creation of the ProImpact Project, a content hub and coaching community for Executive Directors.
His first offering? A free ProImpact Playbook, filled with frameworks, mindset tools, and real-world tactics for scaling impact without burning out.
He’s especially focused on serving newer Executive Directors—those in their first two years—who are eager to lead differently, challenge old paradigms, and unlock next-level growth.
Redefining the Role of an Executive Director
Greg believes the title “Executive Director” no longer fits what modern nonprofit leaders are doing. It’s time for a shift, from managing and maintaining to visioning and innovating.
That’s why he encourages leaders to think of themselves as professional impact creators and to see their role as designing scalable systems that outlast them.
“Don’t scale yourself—scale your system,” he advises. “Design your job so it can be replaced—not because you’re going anywhere, but because that’s how you build sustainability.”
The Takeaway: Stop Playing Small
Greg’s story is a reminder that nonprofits don’t have to settle for slow, incremental growth. With the right mindset, model, and tools, exponential impact is possible and sustainable.
Whether you’re an ED in your first year or your fifteenth, it’s time to stop burning out and start building something scalable, smart, and bold.
