Industry
Nonprofit/Association
Challenge
The North Dakota Safety Council (NDSC) offers a wide range of life-saving programs, but their data was trapped across multiple platforms. Without a unified view, they couldn’t identify their most engaged organizations, or readily establish where to focus outreach for the greatest impact.
Results
By partnering with Orange Marketing and key strategy partners, NDSC implemented a unified data ecosystem that connects HubSpot to a consolidated data lake. Training, membership, and attendance data, as well as historical communications, now flow into a single 360-degree engagement view. Sponsorships were fully migrated into HubSpot, enabling real-time campaign tracking. With dynamic dashboards visualizing every metric, NDSC can now confidently launch targeted outreach, measure engagement, and scale its life-saving mission statewide.
Services
CRM Implementation, Data Lake Architecture & API, Custom HubSpot Integration, Marketing Automation Strategy, Dashboard Design & Reporting Enablement
About NDSC
The NDSC is a private nonprofit dedicated to community and workplace safety throughout the state.
NDSC focuses on four core areas:
- Workplace & Community Safety
- Driver Safety
- First Aid & Emergency Response
Each year, NDSC trains over 35,000 individuals, hosts thousands at its annual Safety Conference, and partners with organizations across North Dakota to improve safety outcomes.
Background
NDSC built a strong foundation of training, events, and safety advocacy, but as its programs grew, so did the complexity of its data.
- iLevel – Training and membership data
- Stova – Conference attendee data
- SharePoint – Sponsorship tracking
- Constant Contact – Email marketing
- QuickBooks – Financial records
Each system worked well in isolation, but none connected the dots across NDSC’s core mission, preventing injuries and saving lives through education.
They lacked a single source of truth to answer key questions such as:
- Who are our most engaged member companies?
- Which industries need additional safety support?
- How can we better cross-promote products, training, and sponsorships?
That’s when NDSC turned to Orange Marketing to lead the HubSpot implementation, partnering closely with Sharon Spooler, CEO of Surgo Advisors, who helped design the overall solution including the data lake and HubSpot integrations, and Steve Sample, CEO of Pinnacle Data Strategies, who engineered and implemented the consolidated data lake that now feeds HubSpot through a custom API.
Together, the three teams worked as one to deliver a seamless, data-driven foundation for NDSC’s safety mission.
The Challenge
NDSC’s team knew their growth depended on connecting fragmented data into one cohesive system. Their biggest challenges included:
🔸 Disparate Systems – Data lived across five disconnected tools.
🔸 No Unified Company Record – There was no single place to view a company’s total relationship across training, membership, events, and sponsorships.
🔸 Limited Targeting Capabilities – Without consolidated data, it was impossible to
efficiently segment and personalize communications.
They needed a clear, unified view of engagement across their program so every campaign could reach the right people, with the right message, at the right time.
The Solution
Orange Marketing collaborated with NDSC and Pinnacle Data Strategies to build a fully integrated data ecosystem designed for growth and visibility.
✅ External Data Lake + HubSpot Integration
A custom data lake built by Pinnacle Data Strategies became the foundation for unified reporting. Data from iLevel (training & membership) and Stova (attendee registrations) was migrated, normalized, and loaded into HubSpot via a custom API, providing a true 360-degree view of each organization’s activity.
✅ Custom HubSpot Configuration
Orange Marketing configured HubSpot objects and properties to mirror NDSC’s real-world relationships (training, memberships, sponsorships, and event participation) all tied back to the company record.
✅ Sponsorship Campaign Migration & Enablement
A key milestone was the conversion of the 2026 Sponsorship Campaign from a raw SharePoint tracker into HubSpot Deals. Launched in September 2025 to support NDSC’s February 2026 Conference, the campaign empowered roughly ten team members across the organization to track outreach, commitments, and sponsorship tiers collaboratively.
Unlike the other datasets, this sponsorship information is now stored directly in HubSpot, not in the data lake, enabling live pipeline visibility and performance tracking across sales reps.
✅ Email Migration & Marketing Automation
Historical contact data from Constant Contact was migrated into HubSpot, giving NDSC’s marketing team one central platform for all outreach, event invitations, renewal reminders, and safety alerts.
✅ Comprehensive Dashboards for Data Transparency
Orange Marketing built extensive and detailed dashboards to help NDSC’s leadership visualize performance across every initiative.
Examples include:
- 2026 Conference Sponsorships Dashboard – Tracks deals, amounts, and rep performance
- 2025 Attendee Registrations Dashboard – Shows attendance, revenue, and engagement metrics
- 2025 Exhibitor Registrations Dashboard – Highlights exhibitor participation and donor contributions
- 2024–2025 Membership Data Dashboard – Summarizes member growth, retention, and company size distribution
The Results
NDSC’s new unified system transformed how the organization operates:
⇒ Conference Campaigns Fully Managed in HubSpot
Attendee, exhibitor, and sponsorship data now live side-by-side in HubSpot, providing visibility into revenue, engagement, and outreach efficiency.
⇒ Smarter Outreach for Safety Programs
With centralized training, membership, and engagement data, the marketing team can proactively identify which companies need additional safety resources.
⇒ A Scalable, Future-Proof System
The 2026 sponsorship campaign dashboard shows live tracking of deals by rep and tier, giving NDSC leadership a real-time snapshot of progress and revenue generation.
When Systems Work, So Do People
NDSC turned years of fragmented data into actionable insight. Now, their team can focus less on chasing spreadsheets and more on what truly matters, saving lives through education and community engagement.
When the right tools meet the right mission, entire communities thrive. And thanks to NDSC’s innovation, North Dakota is getting safer every day.
HubSpot for Nonprofits: Learn More.
