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The Minnesota Historical Society (MNHS) has been preserving Minnesota’s rich history and connecting communities through exhibits, events, and educational programs since 1849. Yet, as this beloved institution expanded its reach, they encountered a significant barrier: its legacy CRM and ticketing platform, Tessitura, could no longer support the demands of a growing, mission-driven organization.
The stakes were high. MNHS needed a system that could not only replace Tessitura but also empower staff, streamline workflows, and enhance community engagement. Recognizing this need, MNHS partnered with Nonprofit Tech Shop to find a solution that would transform its operations and enable the organization to focus on its mission.
Solution 1: Omni-Channel Marketing
As MNHS expanded, Tessitura became increasingly burdensome:
- Complex Integrations: Managing CRM, marketing, and ticketing required multiple third-party tools, creating inefficiencies and high operational costs.
- Outdated User Interface: Staff productivity was limited by a complex system requiring extensive training.
- High Maintenance Costs: Annual expenses ranged from $387,000 to $462,000, significantly straining MNHS’s budget.
Solution 1: Omni-Channel Marketing
MNHS explored alternatives but faced challenges:
- Razor’s Edge by Blackbaud addressed donor management but lacked customizability and seamless integration across ticketing, CRM, and marketing functions.
- Salesforce offered robust features but required a dedicated administrator, posing a barrier for MNHS’s lean team.
Seamless Implementation: A Step-by-Step Transition to HubSpot
To ensure a smooth transition, Nonprofit Tech Shop devised a phased implementation strategy that allowed MNHS to adopt HubSpot without disrupting ongoing operations. Each phase was carefully designed to address critical challenges and ensure success:
Building the Foundation: Data Migration and System Architecture
The first step focused on migrating data from Tessitura to HubSpot while establishing a solid system architecture to support MNHS’s needs. This included designing frameworks for donor and membership management, ticketing, and event management. Ensuring data integrity and compatibility was critical to laying the groundwork for a unified, user-friendly HubSpot system.
User-Centric Configuration and Streamlining Operations
With the foundational architecture in place, Nonprofit Tech Shop worked closely with MNHS stakeholders to gather user stories and simplify day-to-day operations within HubSpot. This step involved setting up tailored workflows, permissions, and configurations for different teams—donor management, event coordination, and marketing—to ensure a system optimized for their specific needs. This collaborative effort streamlined processes while maintaining familiarity and efficiency for MNHS’s staff.
Gradual Transition and Phased Rollout
Following the data migration and system setup, MNHS began using HubSpot alongside Tessitura in a gradual transition. The phased rollout allowed the organization to adapt to the new system over time, minimizing disruption. Key components, like the new ticketing and event management system, were introduced early, enabling MNHS to leverage HubSpot's capabilities even before the final go-live. By January, the majority of the data and operations had shifted to HubSpot, with tailored training sessions ensuring staff were well-equipped to utilize the platform effectively.
This phased approach allowed MNHS to adopt HubSpot in a structured, manageable way, ensuring operational continuity while optimizing their donor, ticketing, and marketing systems for long-term success.
Solution 1
1. Transforming Ticketing and Admissions
Previously, MNHS relied on disconnected systems like Shopify and Tessitura for ticketing. These tools operated independently, leading to fragmented data, manual updates, and inconsistent visitor experiences. Nonprofit Tech Shop built a unified ticketing and event management system within HubSpot:
- Step 1: Historical ticketing data from Shopify and Tessitura was synchronized into HubSpot, ensuring a clean, accurate starting point.
- Step 2: Using custom code, HubSpot objects, and web pages, a streamlined ticketing solution was developed. Features included dynamic pricing, member-specific discounts, and real-time reporting on ticket sales.
- Step 3: MNHS enhanced the visitor journey with a seamless admissions process, from ticket purchase to event entry.
Solution 1
2. Modernizing Donor and Membership Management
Managing memberships and donations had been disjointed and time-consuming. HubSpot’s robust CRM capabilities allowed for the creation of a centralized database that simplified these processes:
- Step 1: Nonprofit Tech Shop designed a single portal for donor and membership profiles, enabling staff to access up-to-date information with ease.
- Step 2: Integrated tools like Stripe and Fundraise Up automated payment processing and benefit tracking.
- Step 3: Members and donors could self-manage their profiles, event tickets, and contributions in one place, fostering loyalty and engagement.
Solution 1
3. Automating Marketing and Communications
With data centralized in HubSpot, MNHS leveraged automation to create personalized, meaningful connections with donors, members, and visitors:
- Step 1: Workflows personalized communications based on member status, donation history, and event attendance.
- Step 2: Automated email campaigns promoted events, renewed memberships, and engaged donors with tailored messages.
- Step 3: These enhancements allowed MNHS to expand their reach while building deeper, more meaningful relationships.
Solution 1
4. Unlocking Insights with Real-Time Reporting
HubSpot’s dashboards empowered MNHS staff with actionable data to evaluate performance and make agile decisions:
- Immediate insights into ticket sales, attendance, and donor engagement metrics allowed MNHS to adjust strategies quickly.
- Staff could track campaign success and attendance trends to optimize future outreach and operations.
A Cohesive Platform for Enhanced Engagement
HubSpot unified MNHS’s operations, replacing disconnected systems and manual processes with a streamlined platform that empowered staff, delighted members, and enhanced engagement. This integrated solution transformed how MNHS served its community, ensuring that every interaction was meaningful and mission-aligned.
Measurable Impact: How HubSpot Elevated MNHS Operations and Engagement
Nonprofit Tech Shop’s implementation of HubSpot delivered substantial, measurable results:
“Our vision was to empower MNHS with tools to deepen their impact while reducing operational burdens,”
Solution 1
Building for the Future: A Foundation for Lasting Impact
With HubSpot, MNHS is now positioned for continued growth and community impact. The new CRM enables MNHS to:
- Streamline Operations: Reduce administrative burdens and focus resources on mission-driven work.
- Enhance Engagement: Cultivate deeper relationships with personalized, data-driven outreach.
- Empower Fundraising: Leverage insights to optimize donor journeys and maximize impact.
- Adapt to Digital Needs: Stay ahead of industry trends with a scalable, future-ready system.
Nonprofit Tech Shop’s partnership with MNHS illustrates the power of a cohesive, tech-forward approach to nonprofit engagement, demonstrating how mission-driven organizations can use technology to achieve measurable outcomes. Through this transformation, MNHS has set the stage to become a leader in the cultural sector, engaging communities in Minnesota’s history with renewed vigor and vision.
