NONPROFIT
Migration From Luminate Online to HubSpot Empowers Nonprofit's Mission
A national animal welfare nonprofit needed to launch a high-stakes no-kill campaign, and its legacy marketing platform couldn't keep up. By migrating from Luminate Online to HubSpot Marketing Hub and integrating Blackbaud CRM, the team moved from one-size-fits-all emails to personalized, data-driven supporter journeys that unify online and offline engagement.
1.6M
records migrated
<30
days to first email send
350+
hours saved annually
About This Animal Welfare Nonprofit
This nonprofit is a leading animal welfare organization working to end the killing of dogs and cats in America’s shelters.
Industry: Nonprofit
Number of Employees: 1,100+
Time on HubSpot: 2+ years
Location: Nationwide
Challenge
Why couldn't Luminate support a national no-kill campaign?
The nonprofit's legacy marketing platform, Luminate, couldn't handle the complexity or urgency of their national no-kill shelter campaign.
Their internal team made the strategic call to migrate to HubSpot Marketing Hub and build a robust integration with their primary data source, Blackbaud CRM. The mission couldn't wait: the first campaign had to launch in less than 30 days, before the CRM integration was even complete.
The goal was ambitious: 80,000 email opt-ins in one year, as part of a broader push toward 100% no-kill shelters across the U.S.
Pain Points
- Legacy marketing software (Luminate) that couldn't support complex campaigns
- Record limits in their existing system
- Localized campaigns that took manual time and effort for every location
- Duplicate and spam contact records cluttering the CRM
Business Goals
- Launch the critical no-kill campaign within 30 days
- Keep donor and volunteer data consistent between Blackbaud CRM and HubSpot
- Deliver hyper-local content to lifesaving centers nationwide without manual effort
- Remove duplicate records and set up data governance to prevent future spam records
Solution
How do you migrate from Luminate to HubSpot without delaying campaigns?
The nonprofit partnered with Denamico to architect a solution built for scale and automation. Rather than lifting and shifting old processes, the team used the move as a chance to rethink how they engage supporters.
After we migrated 1.6M records from Luminate to HubSpot Marketing Hub, the team began building personalized campaigns with HubSpot Smart Content. Emails dynamically pull paragraphs and images based on a contact's location or pet interests, which sharply reduces the number of assets the team manages by hand.
New forms and workflows grow the database accurately. One form setup handles high-volume, in-person sign-ups and event RSVPs. Automated data hygiene workflows flag and manage do-not-email lists, hard bounces, and duplicates, so the CRM stays clean without constant manual oversight.
A custom HubSpot ↔ Blackbaud CRM integration syncs contacts, so every supporter gets the right journey in HubSpot based on their donation or volunteer activity.
The result: the team spends less time managing clunky tools and more time driving their lifesaving mission forward.
✓ Luminate to HubSpot Marketing Hub migration of 1.6M records
✓ Custom HubSpot ↔ Blackbaud CRM integration for donor and volunteer data
✓ Automated data hygiene workflows that keep records accurate without manual oversight
✓ HubSpot Smart Content and dynamic segmentation for hyper-local campaigns
Hubs Implemented
Marketing Hub
HubSpot Integrations
Blackbaud CRM
Migrations to HubSpot
Luminate Online
Impact
What changed after unifying 1.6M supporter records in HubSpot?
One source of truth for 1.6M contacts. The custom HubSpot ↔ Blackbaud CRM integration unifies donor and volunteer data, so every message reflects how each person supports the mission.
Hyper-local campaigns without the manual work. Smart Content replaced the branching logic paths the team used to build for every new campaign, so one email now speaks to supporters in every location.
A more personal supporter experience. Journeys now account for each person's history with the organization, like how long they've given and how many pets they've adopted.
Let's Talk Success!
HubSpot is a great tool. Sometimes, you just need a little extra help to ensure the setup is thoughtful, efficient and even exciting.
Whether you're new to HubSpot or looking to optimize your current instance, let's explore how you can streamline your operations and drive better results.
Nonprofit HubSpot Migration FAQ
Yes. Contacts, engagement history, and email subscription data can move from Luminate Online to HubSpot Marketing Hub, with records cleaned and deduplicated along the way.
In this project, Denamico migrated 1.6M records and the nonprofit launched its first HubSpot campaign in under 30 days.
There's no native connector, but a custom integration can sync contacts between HubSpot and Blackbaud CRM.
For this nonprofit, the integration keeps donor and volunteer data consistent, so each supporter gets the right HubSpot journey based on their giving or volunteer activity.
HubSpot Smart Content swaps paragraphs and images based on contact properties like location or interests. One email can deliver local content to every region without building separate versions.
This nonprofit uses Smart Content to send hyper-local messages to supporters of lifesaving centers nationwide.
Pair a one-time cleanup with ongoing automation. HubSpot workflows can flag duplicates, hard bounces, and do-not-email contacts as they come in, so data stays clean without manual review.
Want to check your own data? Start with our Clean Data Worksheet.