National Foundation Mailchimp to HubSpot CRM Transformation
Migrate 100,000+ contacts from Mailchimp to HubSpot while rebuilding segmentation, subscription governance, and CRM architecture for long-term scalability.
Snapshot
Organization type: National foundation
Contact Database: Large, multi-source email ecosystem, 130+ contacts
Primary Goal: Centralize email communications in HubSpot and rebuild contact architecture for long-term scalability
Systems Involved: Mailchimp, HubSpot, eCommerce platform, donor CRM
Strategic Focus: Eliminate legacy tagging chaos and establish structured subscription governance
The Challenge
This national foundation manages large-scale donor communications, events, and eCommerce activity. Over time, their Mailchimp environment had grown increasingly complex.
The organization was dealing with:
- Multiple audiences with overlapping purposes
- Thousands of inconsistent campaign-based tags
- Manual donor tagging logic
- Store-only contacts mixed with marketing records
- Export formatting inconsistencies (delimiter issues, misaligned fields)
- No clear subscription governance framework
With more than 100,000 records, the foundation needed to migrate to HubSpot without losing opt-in integrity, donor segmentation clarity, or compliance status.
This was not simply a platform switch. It required rebuilding the underlying data structure before automation and CRM integration could be activated.
Outcomes
~100K+ marketing contacts successfully centralized in HubSpot
Clear separation between marketing, store-only, and unsubscribed records
Legacy tag clutter significantly reduced
Subscription types restructured for long-term governance
Data formatting issues corrected prior to import
CRM-ready architecture established for future integrations
By treating the migration as a strategic architecture reset rather than a bulk import, the foundation gained a clean, scalable contact system inside HubSpot.
Ideal Fit
This approach works well for foundations and nonprofits that:
Have complex Mailchimp audiences and tagging structures
Manage large contact databases (50,000+ records)
Plan to migrate to HubSpot or modernize their CRM
Need to clean up segmentation before implementing automation
Require governance clarity before scaling marketing operations