How SPKN Transformed Their Operations by Centralizing Data with Merge Your Data and HubSpot

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In today’s fast-paced digital landscape, many organizations—especially small nonprofits—face a common nightmare: fragmented systems that don’t talk to each other. For SPKN (Sports Professional Knowledge Network), this "Frankenstein" tech stack was holding them back. But thanks to a powerful collaboration with Merge Your Data and the adoption of HubSpot, they’ve turned chaos into clarity.

From Platform Mayhem to Centralized Efficiency

Sarah Moley, Director of Operations at SPKN, knows what it's like to juggle too many platforms. Before working with Merge Your Data, her team used a tangled web of tools: MailChimp, Bloomerang, WooCommerce, Zapier, and more. Each served a unique purpose, but together, they formed a disjointed infrastructure that drained productivity and created training headaches.

“It was truly like a Frankenstein situation… just a mess,” Sarah recalls.

This inefficiency didn’t just slow down daily operations. It made onboarding new team members more complicated and reporting for board members and donors an unnecessary chore.

The Merge Your Data Solution

That all changed with the strategic integration led by Merge Your Data. By moving everything under the HubSpot umbrella, SPKN was able to centralize its operations—bringing together:

• Website functionality
• Learning platforms
• Membership systems
• Donor pipelines
• Tag management
• And much more

The result? One organized system that’s intuitive, efficient, and easy to use.

“Getting it all organized and under one umbrella has been a godsend,” Sarah says.

Key Benefits of Integration

1. Unified Contact Insights

Every interaction with a contact—from donation interest to email engagement—is now accessible in one place. HubSpot’s CRM capabilities allow SPKN to store titles, roles, donor status, and communication history directly under each profile.

2. Improved Email Marketing and Analytics

SPKN can now track who opens emails, what links they click, and how they engage with content—without jumping across platforms. This insight empowers better donor engagement and more strategic communication.

3. Simplified Training and Budgeting

With everything under one system, training new team members is faster and less frustrating. Budgeting is easier too—just one line item to manage instead of ten or more scattered expenses.

Hesitant to Migrate? Sarah Gets It

If you’re reluctant to make a major platform change, you’re not alone. Sarah was skeptical too—until she saw the difference.

“I was very hesitant… but I’m very glad we did. It has streamlined our processes tenfold.”

She’s now a strong advocate for taking the leap—especially when supported by a partner like Merge Your Data, who not only handled the transition but also trained the SPKN team to use HubSpot effectively.

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A Transition Worth Making

If you’re operating with a disjointed tech stack that hinders productivity and transparency, it might be time to consider a smarter integration. As Sarah put it:

“This has probably been the best decision that we’ve made the entire time as a startup nonprofit.”

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