Prepared for Isra Chaker, Founder & CEO · By Clearoute
Building the connective infrastructure of the global maternal-health movement
A plan for Every Pregnancy's world-class digital ecosystem — organised around what matters to you: the goals we'll reach, the schedule to get there, and the investment it takes.
The plan in 60 seconds
Every Pregnancy has already mobilised $130M and a 55-organisation movement — on a platform built for a campaign, not for the scale ahead. So the plan does the sensible thing: make the ground solid before building higher. Part 1 clears the existing backlog and hardens today’s platform into a rock-solid, fully-verified base — covered by your retainer, and already underway. Part 2 then builds on that proven base toward world-class: a new command center, the donor ecosystem, the website, and the move to Salesforce — additional investment, phased to fit your budget, with the full timeline set out in the proposal. Get the foundation right, and the world-class home stops being a leap — it becomes the natural next step.
The goal
A connected ecosystem that grows sustainable, recurring revenue and a world-class coalition experience.
The schedule
Delivered in clear stages, at a pace that fits your budget — full timeline in the proposal.
The investment
Transparent tiers; what the retainer covers versus additional funds.
What we’ll deliver up front
We will deliver the full written proposal — the Statement of Work (SOW) covering how we manage & support the work, the recommended structure & approach, deliverables, phasing, timelines, and investment — then walk your team through it live, and resume bi-weekly standing calls with Leeda scheduling.
The plan runs in two parts. Part 1 works through the existing backlog and hardens the current platform to a verified base — within the retainer window. Part 2 revamps the whole system into the world-class application your vision describes — built over proven logic, so partners never lose what they rely on.
The spine of the plan in two parts: Part 1 works the existing backlog to a verified base (fix the core + an intensive revenue build); a discovery session bridges into Part 2, the world-class revamp mapped to your five vision pillars — across a 12–18-month horizon.
Part 1 · Existing backlog — covered by the retainer
Part 1 clears the existing, already-scoped backlog and keeps the platform running — all within your monthly retainer. It brings the current application to a rock-solid, fully verified base, proven by one shared test suite that later becomes the yardstick for Part 2.
What the retainer covers — operational stewardship
Alongside clearing the backlog, the retainer provides ongoing operational stewardship of the EveryPregnancy.org platform:
- Production & staging environment support
- WordPress hosting, deployment & release coordination
- DNS, domain & certificate management
- Monitoring of uptime, performance & system health
- Incident triage & operational troubleshooting
- Ongoing maintenance & minor bug fixes within the capped hours below
Clearoute uses commercially reasonable efforts to maintain platform availability and performance.
Retainer exclusions
Unless expressly agreed in writing, the following are outside the retainer — they belong to the Part 2 build or a separate scope:
- Development of the Google Sheets integration or match-model logic
- Re-architecting or rebuilding the match-funding system
- UX design work or major UX improvements
- New dashboard integrations or complex feature development
- Legal drafting or negotiation of MOUs or agreements
- Marketing strategy, donor communications, or fundraising optimisation
- Major website redesign or new feature development
- Onboarding of new partners during the Ramadan campaign
- Any work beyond capped retainer hours without written approval
Limited error-proofing of the Google Sheet setup is included only as a temporary operational safeguard.
The itemised retainer backlog — by group
The already-scoped backlog from your 2026 roadmap review tool — grouped, with the tickets in each group. Delivered within the monthly retainer; effort concentrates on security and payment safety first.
Delivered within the monthly retainer — phased, not billed on top
Each group's total below is the estimated effort. It's delivered within your existing $5,500 / month retainer — prioritised security- and payment-safety-first and sequenced with you, alongside the ongoing platform stewardship the retainer also covers. The month-by-month view further down shows the indicative sequencing; lower-priority items flex into later months as capacity allows.
Critical fixes$8,550–$14,100
Security & critical hotfixes · 10 tickets · ~1–2 weeks
- EP-63 — Security audit hub: pre-existing issues scorecard
- EP-64 — GCP private key committed to source control
- EP-65 — Session secret falls back to hardcoded value
- EP-66 — Mailchimp OAuth token logged to console
- EP-67 — HubSpot API key exposed in error logs
- EP-68 — CORS allows all origins
- EP-31 — Route authentication audit
- EP-30 — Missing auth on the ForMama config endpoint
- EP-28 — DOMPurify XSS sanitisation (dashboard)
- EP-17 — Sandbox Stripe keys return live keys
Payment safety & reliability$2,925–$5,100
7 tickets · ~4–5 days
- EP-35 — Post-Ramadan transaction safety audit
- EP-45 — Fix direct-donation retry loop for some donors
- EP-47 — Network drop may double-charge (direct donations)
- EP-48 — DonationNo missing unique constraint in DB
- EP-54 — Direct donation: server-side confirm & optimisations
- EP-72 — Stripe GBP transactions use USD keys (verify)
- EP-74 — Code clean-up
Data accuracy & currency$2,000–$4,050
5 tickets · ~3–4 days
- EP-58 — Use Stripe’s actual exchange rate for online conversion
- EP-43 — Historical currency rates for donation conversion
- EP-42 — Offline-donation currency conversion in raised amount
- EP-51 — Offline raised amount includes pending/rejected (dashboard)
- EP-62 — Fix direct-donation organisation ID hardcoded to 0
Dashboard & front-end fixes & improvements$5,475–$11,250
12 tickets · ~2 weeks
- EP-29 — Error boundaries for the dashboard
- EP-32 — Non-functional button handlers (dashboard)
- EP-33 — Console.log cleanup (162 instances)
- EP-34 — Dashboard code-quality batch
- EP-41 — Post-Ramadan donor-encryption audit & remediation
- EP-69 — CSRF protection on state-changing endpoints
- EP-70 — Strengthen password policy
- EP-71 — S3 uploads default to public-read ACL
- EP-73 — Empty catch blocks & silent failures
- EP-59 — Dashboard donation search by donor name
- EP-60 — Dashboard donation list advanced filters
- EP-61 — Offline donation upload: currency selection
WordPress fixes & updates$1,950–$3,900
4 tickets · ~3 days
- EP-16 — Kinsta PHP thread exhaustion
- EP-20 — Featured influencer missing fundraiser page
- EP-21 — JavaScript browser-compatibility review (26 findings)
- EP-22 — Fundraiser API pagination discrepancy
Partner-dashboard total donations$1,200
1 ticket · ~1 day
- EP-56 — Total donations on the partner dashboard, with a currency preference
HubSpot access revocation$600
1 ticket · ~0.5 day
- EP-75 — Deleting a user in HubSpot revokes their dashboard access
The delivery schedule, month by month
A month-by-month view of Part 1 only — what the retainer has already delivered (March–May) through the planned backlog (June onward). Every month here is covered by your monthly retainer through the end of 2026; Part 2 is costed separately above and sequenced in the full proposal.
Each workstream is a row; its bar spans the months it runs within the retainer. March–May is already delivered; the backlog runs June onward, sequenced security- and payment-safety-first — heavier workstreams (more than one month’s $5,500) span multiple months. Scroll sideways to see every month.
Indicative sequence — not a committed timeline
Month placement is a planning draft, confirmed in discovery and flexed with priorities. The Apr–Dec retainer provides roughly $49,500 of capacity (9 months × $5,500), with one further buffer month (~$5,500) held for spillover — about $55,000 in all. Smaller tickets are grouped into their workstream bar. This board covers Part 1 (retainer) only; Part 2 timing is confirmed in the full proposal.
Part 2 · Wishlist & world-class build
Part 2 is the world-class build your vision describes, plus the prioritised wishlist — all additional investment, delivered over the proven business logic verified in Part 1. It starts from your goals, sets out the components and where we support you, and ends with the itemised estimate.
Goal-driven support — what the build ladders up to
Your north star frames everything below. We build and support the pieces within our control to the highest standard; the headline outcomes are a shared effort with marketing, content and audience — so we show support honestly rather than promise results.
Everything in this plan ladders up to one place — your goals. The mechanics exist only to reach them.
Five capability areas orbiting one connected core, your brand at the centre: the world-class website; the internal command center — your single admin dashboard across fundraising, campaigns, partners, finance & AI insights (it also doubles as a funder-facing impact view); the donor ecosystem; the partner dashboard; and SEO & growth. Every experience joined up.
Read it top-down: the goal drives the objectives, the objectives need the components, and the components are built up from the foundation. Our phases, chunks and schedule all sit at the base — in service of the goal on top.
Your four objectives — and the KPIs behind them
Straight from your vision: the 12–18-month targets this plan exists to reach. Directional targets — the ambition this plan serves, not items we carry as scope. The headline is Objective 1's $2M+/yr.
Under each target, what Clearoute actually delivers (✓ Clearoute) versus what is an outcome dependent on audience, media and content beyond our control.
1 · Sustainable revenue
Partially supported
$2M+ / yr unrestricted
- Monthly recurring donors ↑build the recurring-giving feature & test-prove the donor journey; growing the donor base is audience-driven
- Conversion rate ↑optimise the donation flow — the engine
- Donor retention ↑relationship- & comms-driven
- Lifetime value ↑depends on the donor base
2 · Unified ecosystem
Fully supported
- Integrated CRM & donor dataSalesforce — built & owned
- Centralised reportingbuilt & owned
- Real-time dashboardsbuilt & owned
- Fewer inefficienciesbuilt & owned
- Staff & partner adoption ↑we build it; the team adopts it
3 · Leading digital brand
Partially supported
- Search rankings ↑on-page/technical SEO best practice; explore AEO/GEO & agent-readiness (NLWeb/WebMCP) — ranking outcome is marketing- & content-driven
- WhatsApp reach & broadcasts ↑Marketing — WhatsApp Business account, broadcasts & messaging setup are Marketing’s, not a Clearoute deliverable
- Organic traffic ↑driven by content & reach
- Media visibility ↑PR & media
- Engagement ↑content-driven
- Global audience ↑reach & marketing
4 · Best-in-class coalition
Partially supported
- Partner engagement ↑refine the dashboard experience + Salesforce integration
- Reporting compliance ↑build the partner reporting tools
- Faster coordinationcoordination & data-submission tooling
- Participation ↑partner-driven
- Partner satisfaction ↑shared with your team
Scope of this build — in & out of scope
Our scope is the parts within our control — a production-grade donation platform, a test suite driven to 100% passing, and on-page SEO. Marketing, media and traffic sit outside this scope, so we model their impact honestly rather than carry them as deliverables. The detailed Statement of Work (SOW) accompanies the full proposal.
✓ In scope
What this engagement delivers — within our control.
- A production-grade transaction platform — every donation attempt captured across payment methods, currencies, regions and flows (maximised donation coverage), with failures surfaced and logged for follow-up rather than passing unnoticed.
- A verified application — test cases across every core flow, driven to a 100% application-wide passing rate.
- On-page SEO — technical and on-page optimisation done to standard: the search factors that live on the site itself.
✗ Out of scope
Outside this engagement — dependent on budget, media, audience and content.
- The $2M/yr donation-revenue figure & total volume — an outcome of traffic × conversion × gift size, not a deliverable we can scope.
- Traffic to the website — driven by marketing spend, media buying and reach.
- Marketing, paid ads & media buying, off-page SEO (authority & backlinks), and overall content performance.
The main components — and where Clearoute supports you
The build breaks into a handful of components. For each: what it is, and how Clearoute supports it — fully (we build & own it end-to-end) or partially (we build our part; the outcome is a shared effort with marketing, content & audience).
Fully supported
World-class website & digital experience
Rebuilt brand site with premium donor & partner experiences — mission clarity, conversion-optimised, coalition storytelling, and support for major campaigns & moments; CMS for the team.
Fully supported
Internal command center
One real-time dashboard across fundraising, campaigns, donor journeys, audience segmentation, partner reporting, finance & AI insights — with real-time coalition metrics, doubling as a funder-facing impact view.
Fully supported
Partner dashboard & coalition infrastructure
The partner portal evolved over proven logic — reporting, resource sharing, campaign coordination, communications updates, data submission & community collaboration; goal meters, offline donations & match funding preserved.
Fully supported
Integrated donor ecosystem & recurring giving
Recurring giving, personalised donor journeys, AI-assisted donor engagement, feedback loops & impact storytelling tied to donor action.
Partially supported
WhatsApp / SMS donor engagement
Clearoute builds the triggered / transactional messaging & platform integration; the WhatsApp Business account, broadcasts & campaign messaging are Marketing-led. In your vision — not yet itemised / costed.
Partially supported
Smart segmentation & automated donor comms
Clearoute builds the segmentation model & the automated-comms engine in the CRM; campaign content & messaging strategy are Marketing-led. In your vision — not yet itemised / costed.
Fully supported
CRM — Salesforce
A single source of truth, migrated in stages: partner/org records, donor records, online + offline donations, recurring & reporting — fed live from the platform.
Partially supported
Marketing, SEO & growth
Clearoute implements on-page/technical SEO + AEO/GEO & agent-readiness and provides the CMS; strategy, paid media, content & traffic are Marketing-led.
Fully supported
AI & automation — woven throughout
Responsible AI across communications, donor engagement, partner onboarding & operations — human-in-the-loop, faith-aligned. Ties to the Grand Challenges grant.
The $2M goal is a shared effort — driven by Marketing
Reaching $2M+/yr takes more than the platform: it needs traffic and reach, which come from Marketing's effort and direction — campaigns, media, content and audience. Clearoute builds and optimises the conversion engine and the on-page/technical SEO within our control; the marketing engine drives the people to it. We deliver our part to the highest standard so every visit converts as well as it can.
CRM migration to Salesforce — in three phases
The CRM is the data backbone the command center, donor ecosystem and partner reporting all depend on — so it leads the revamp. A single source of truth, migrated in phases so nothing breaks. It absorbs the partner/organisation data that lives in HubSpot today and the donor side that has no CRM today — donor records, online donations, offline donations, giving history, recurring and reporting — fed live from the donation platform so Salesforce never goes stale. (Detailed coverage analysis already delivered as a separate briefing.)
Migrated in three dependency-ordered phases — nothing is ripped out at once. The donation widget stays in production and feeds Salesforce live, so the donor CRM never goes stale.
Salesforce becomes the system of record — partner accounts (replacing HubSpot), the donor CRM, offline-donation approvals, and the live donation feed from the widget.
The goal-meter & boost algorithm move off the manual spreadsheet into Salesforce; the partner dashboard is re-pointed to Salesforce data with its UI preserved.
The public website re-points to Salesforce for partner content; the legacy decrypt / CSV-export utility is decommissioned.
Later / deferred: donor email marketing (consolidating Mailchimp into Salesforce Marketing Cloud) and an Experience Cloud partner portal — sequenced after the core migration, not part of these three phases.
What Salesforce becomes the source of truth for
- Partner & organisation records (replaces HubSpot)
- Donor records — unified, deduplicated
- Online donations & recurring giving
- Offline donations (approval workflow preserved)
- Giving history, attribution & reporting
Dashboards: a hybrid, not "everything in Salesforce"
Salesforce is the system of record and powers standard reports and analytics. But not every view belongs inside a CRM: we keep custom-built dashboards for the tailored experiences partners and the Every Pregnancy team rely on — live goal meters, screen-share masking, partner-specific views — reading from Salesforce, rendered where the experience is best. The data unifies; the experience stays purpose-built.
What the migration covers — every component
Seven components across three dependency-ordered phases. Crucially, "one source of truth" means Salesforce is the record-and-reporting brain — the donation widget, the dashboard UI and content authoring stay where they are and feed Salesforce or read from it. The donation widget is retained and integrated, not replaced; its donation data feeds Salesforce live.
| Component | Phase | Est. hours | Status |
|---|---|---|---|
| Partner provisioning | Phase 1 | 24–32 | In scope |
| Donor management (nonprofit CRM) | Phase 1 | 60–80 | In scope |
| Offline donation approval workflow | Phase 1 | 24–32 | In scope |
| Donation ingestion (widget → Salesforce) | Phase 1 | TBD | Added |
| Goal meter & boost algorithm | Phase 2 | 40–56 | In scope |
| Partner dashboard (data integration) | Phase 2 | 32–48 | In scope |
| WordPress API re-point | Phase 3 | 16–24 | In scope |
| Data decryption / CSV export utility | Phase 3 | 8–12 | Deprecate |
| Donation widget | — | — | Keep + integrate |
| BigQuery data pipeline | Evaluate | — | Pending review |
Draft Originally-scoped in-scope components total 204–284 hours; donation ingestion is additive and scoped once the feed pattern is confirmed. All figures indicative, confirmed after pre-scoping.
The Salesforce migration is additional investment
It sits within Part 2 and is scoped and costed separately from the retainer (which funds the Part 1 backlog) — a draft 204–284 hours for the in-scope components above, plus the donation-ingestion feed once its pattern is confirmed. Phased and aligned to your budget alongside the rest of the Part 2 build.
Walk through the full Salesforce migration plan →
The estimate — all wishlist & build items
The world-class build, drawn from your vision and our discovery so far. Outside the retainer; prioritised and phased with you. Items marked needs sign-off need a short planning step to confirm scope before development begins.
| Item | Indicative cost | Timeframe | Notes |
|---|---|---|---|
| Recurring donations incl. Apple Pay & Google Pay setup |
$18,000–$24,000 | 3–4 weeks | The revenue engine of the $2M+ flywheel. |
| Donor landing page | $1,200–$1,800 | 2 days | Conversion-focused giving landing page. |
| Additional currency options | $6,000–$8,000 | 2–3 weeks | needs sign-off Planning with you before sign-off. |
| Website analytics setup | $1,800 | 4 days | Tracking, events & conversion wiring. |
| Website monthly analytics reporting | $300 / month | ongoing | Recurring monthly reporting. |
| Screening & partner onboarding | $8,000–$15,000 | 2 weeks | needs sign-off Planning to confirm scope & sign-off. (EP-82) |
| ↳ Partner onboarding checklist registration certificates, bank details, agreements |
$2,000–$3,000 | 1–2 days | Document checklist & progress tracking. (EP-83) |
| Better dashboard UI | $5,500–$6,500 | 2–3 weeks | needs sign-off Excludes design — Frakle handles design. (EP-78) |
| WordPress localization setup · RTL testing · content authoring |
$2,850–$5,700 | 1.5 weeks | Excludes translations (costed separately). (EP-79) |
| Backend localization setup · RTL testing · language files |
$4,000–$7,000 | 1.5 weeks | Excludes translations (costed separately). (EP-80) |
| Interactive partner map — by district | $3,150–$6,300 | 3–4 days | Current map is country-level only; add district detail. (EP-84) |
| Impact breakdown for partner pages | TBD | — | Effort set once scope/objectives are clear. |
| Impact calculator | TBD | — | Effort set once scope/objectives are clear. |
| AI chatbot for partners & donors donor inquiries · partner onboarding · etc. |
$20,000 | 2–3 months | With fine-tuning. |
| Admin partner-summary dashboard | $1,200 | 1 day | Admin sees a per-partner summary view. (EP-81 / EP-57) |
| Partner dashboard — mask boosted amount | $800 | 0.5 day | Hide the boosted amount until a reveal button is pressed. (EP-76) |
| Salesforce migration (HubSpot & encrypted backend → Salesforce) partner + donor CRM · offline donations · dashboard re-point |
Additional | phased · Part 2 | Not factored into the total below — scoped & costed separately. Draft 204–284 hrs; see the CRM section above & the full Salesforce plan. |
What’s included
- Project management time
- Client meetings
- Development of the items above, testing & deployments
What’s not included
- API costs
- Salesforce costs — additional (see the Salesforce row above)
- Internationalization translations
WhatsApp / SMS donor engagement and smart segmentation / automated donor comms are in your vision and now shown in the components above — not yet itemised / costed here; we can scope them into Part 2 on request.
The detailed month-by-month sequencing is shown above. What's firm now: the date for the full proposal, a walkthrough call, and a return to a steady working rhythm.
📄 Full proposal
Structure, deliverables, phasing, timelines & investment — delivered as the full written proposal.
📞 Walkthrough call
A dedicated session to walk your team through the recommendation and align live.
🔁 Bi-weekly check-ins
Reinstated standing calls — the rhythm that worked during Ramadan. Leeda to schedule.
Next steps
We deliver the full proposal
Covering everything you asked for: how Clearoute continues managing & supporting the work, the recommended structure & approach, deliverables & phasing, timelines, and the investment & pricing — including the retainer-versus-additional-funds split.
We schedule the walkthrough call
A dedicated session to walk your team through the plan, answer questions, and align on priorities and phasing live.
We reinstate bi-weekly standing calls
Returning to the cadence that kept communication flowing during Ramadan — Leeda to manage scheduling from your side.