About Us

What We Do

At Sound Ethos, we provide tailored financial leadership and strategic guidance for nonprofits and purpose-driven organizations. Our goal is to become an extension of your team – we work alongside your leadership and finance teams to integrate financial solutions that are aligned with your mission, ensuring that every decision supports your long-term vision and impact.

We understand the unique challenges faced by nonprofit organizations, and our services are designed to help you achieve financial sustainability, operational efficiency, and long-term success.

We focus on the whole picture – the strategic, the tactical and the cultural. While we help build strong financial strategies and systems, we also help you build a strong financial culture that aligns with your unique mission and values, ensuring strong stewardship and oversight and maintaining an unwavering focus on your mission.

Our Values

We believe that effective financial leadership is rooted in strong values that guide every decision and action. As your CFO partner, our work is built on four core principles:

Mentorship: we provide guidance and support to help your team develop financial processes that are effective, sustainable, and aligned with your mission.

Integrity: We are committed to transparent, ethical financial practices that ensure your organization’s financial strategies are honest and aligned with your mission.

Collaboration: we work closely with your leadership, staff, board members, donors, and the communities you serve to create a unified approach to achieving your financial goals.

Stewardship: we focus on maximizing your resources responsibly, ensuring that your financial practices are sustainable and aligned with your nonprofit’s long-term vision.

By partnering with you, we ensure that your financial strategies not only meet today’s needs but also create lasting impact, empowering your organization to thrive.

About our Founder


Cindy Kroll is a values-driven CFO and business coach with over 20 years of experience in financial leadership. She helps mission-based organizations, nonprofits, and foundations develop sustainable financial strategies aligned with their core values. A CPA with a master’s in software systems, Cindy combines deep strategic financial expertise with a strong understanding of technology and systems optimization.

Cindy has led a variety of strategic initiatives, optimized financial operations, and aligned resources with long-term goals for a wide range of organizations. Her approach is focused on creating financial frameworks that not only support growth but also reflect the mission and impact her clients aim to achieve. She is also passionate about empowering teams and fostering a culture of financial stewardship across all levels.

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