Unlocking Membership Growth Through Systems Migration and Integration

Overview

The Cornell Feline Health Center is focused on improving the well-being of cats worldwide by supporting cutting-edge research at Cornell University, and by offering up-to-date information online and one-on-one consultations with cat owners, breeders, and veterinarians.

The Cornell Feline Health Center needed to migrate their online membership platform due to internal changes, which also raised a few other needs within their CRM platform. They partnered with Media Cause to help with their systems migration and improve their MarTech systems overall. This included several actions such as migrating online membership, improving and monitoring communications, and making better use of their CRM platform (HubSpot) in order to help track and scale the membership program.

Client

The Outcome

In order to dramatically improve the Cornell Feline Health Center’s membership experience, Media Cause orchestrated a project that went beyond simple platform selection and setup by including robust multi-object migration of historical data as well as tight integration of new software, all tied to a centralized CRM.

1

2800+

15+

member + payment records strategically formatted + migrated

brand new membership experience

custom properties created in HubSpot

The Challenge

The Cornell Feline Health Center needed to migrate online membership platforms due to a change in their payment processor that was not compliant with the university’s policies. At the same time, they were having trouble monitoring membership and automating communications. With the change, they also wanted a multi-faceted solution that would allow them to retain existing member records, deploy a superior experience for members and staff administrators, and make better use of their CRM platform (HubSpot) in order to help track and scale the membership program.

The Strategy

After performing an exhaustive platform selection process, Media Cause fully implemented Classy as their online membership solution, including setup, migration, training, and documentation. We also migrated all historical member and transactional data from their previous online membership platform (Wild Apricot) to HubSpot. Finally, we created supporting automations, properties, audience segments, and a dynamic membership dashboard in HubSpot to help the organization scale the program as a whole.

The Implementation

Media Cause set up all aspects of Classy on behalf of the Cornell Feline Health Center, including the configuration of key features and build-out of three core campaigns and all relevant pages + emails. We also set up first and third-party integrations for their Classy account, including HubSpot, analytics tools, and tracking pixels.

 

In order to ensure that legacy member and transactional data from Wild Apricot could co-exist peacefully with new member and transaction data from Classy, we developed a unified data model to govern all member-related data. We also developed a detailed field mapping guide and worked collaboratively with the Cornell Feline Health Center team to make decisions about data points that were no longer needed and how to clean up, combine, and otherwise format information that was required.

This allowed us to unlock a full 360-degree view of a member’s historical membership status and past contributions from Wild Apricot, as well as their current and future membership and contribution details from Classy, using the same data structure, and all in HubSpot.

Once setup, migration, and integration tasks were completed, we used HubSpot to unlock powerful real-time communication and reporting tools based both on well-formatted historical data and new member and transaction-based data flowing into the platform. This included a wide range of active lists based on various member attributes that can now be used to deploy targeted emails, as well as a robust reporting dashboard that allows staff to understand the health of the membership program in real-time. Finally, the newfound functionality in the Cornell Feline Health Center’s CRM allowed them to share better data with key stakeholders within the university so that results could be fully understood and high-level decisions could be made faster.