Overhauling the Technology Infrastructure: Integrating HubSpot for Nonprofit Organizations.
Overview
Millennium Forum encourages educators to embark on a personal journey of self-development, fostering social and emotional competencies to enhance their well-being. This, in turn, leads to authentic connections with students, fostering positive academic results and revitalizing educators’ sense of vitality and resilience.
The Outcome
I successfully developed a comprehensive tech stack that automated various manual processes, empowered my client, and resulted in a highly efficient and user-friendly experience.
It's been a delightful experience collaborating with Ethan to implement HubSpot and integrate various platforms into our educator well-being program at Millennium.org. His responsiveness to our needs has been outstanding, guiding us in selecting the most suitable solutions and providing ongoing support as we manage things independently. As a result of his efforts, our entire enterprise has significantly improved its efficiency and accuracy, making a positive impact on our mission.
The Challenge
The Millennium Forum faced challenges in providing a cohesive online experience for its members due to an unconnected tech stack. The lack of integration between platforms resulted in significant manual work to guide members, hindering scalability and achieving ambitious membership goals. TL;DR: Their system did not support their goals.
The Strategy
To enhance the experience for both members and staff at the Millennium Forum, I undertook a comprehensive tech stack evaluation and rebuild. I began with a thorough audit, engaging in discussions with staff and examining key platforms. As the foundation, I introduced HubSpot as their primary CRM and central source of information. By integrating first-party apps and Zapier, I connected their website (Squarespace), member community site (Hivebrite), online meetings tool (Circles), webinar provider (Zoom), existing documents (Google Sheets), and staff email service (Gmail). I also improved the user experience through strategic changes, such as selecting Shopify and ReCharge Payments for eCommerce and implementing Zapier to establish connections between various platforms.
The Implementation
CRM Platform Setup and Migration
During the project, my first step was implementing HubSpot as a comprehensive CRM and database, encompassing all organization records. I migrated user data from previous systems and spreadsheets, reorganizing it into a more cohesive contact model structure. Custom properties were configured in HubSpot to ensure accurate collection of unique member information.
Next, I achieved full integration of HubSpot into the tech stack by linking it with the Squarespace website, enabling tracking codes, signup forms, and domain authentication.
Lastly, I integrated Zoom Webinar, Zapier, and HubSpot to efficiently track, organize, and communicate with registrants. I also incorporated the organization's members-only community, Hivebrite. As part of ongoing marketing efforts, I developed a customized reporting dashboard in HubSpot, allowing staff to monitor both registrations and attendance among potential new members.
New Platform Selection and Implementation
I discovered a vulnerability in the company's technology infrastructure, specifically in their eCommerce platform. Subsequently, I assisted in choosing a new solution, leading to the development of a unique subscription-based membership system using Shopify and ReCharge Payments. This system seamlessly integrated with their CRM through proprietary plugins and the IPaaS platform Zapier.
Building a Holistic Cross-Platform User Journey
After successfully integrating Millennium Forum's complete tech stack, I focused on harnessing the capabilities of their new CRM, HubSpot.
To start, I created robust workflows and implemented email automation. This involved designing a registration and welcome series for new members, guiding them through the onboarding process and eventually inviting them to their exclusive member community.
Moreover, I utilized HubSpot to send reminders to members, including their personalized time slots, group numbers, and meeting links. This streamlined communication ensured a smooth and efficient experience for all members.
Platform Training, Documentation, and Ongoing Support
To fully harness the potential of any tech implementation, it's essential to have a proficient understanding of its operation. I conducted comprehensive hands-on training sessions for the Millennium Forum staff and prepared detailed documentation for their future reference during the onboarding process of new employees.
Apart from training, I also offer continuous MarTech support to address any encountered challenges.