How SWANA Streamlined Marketing Operations with re:Members and HubSpot

Successful integrations often lead to new opportunities for automation.

That was the case for the Solid Waste Association of North America (SWANA). As an existing AMS Geek and Data Sangria customer, SWANA returned looking for another way to improve operational efficiency and strengthen the connection between key systems in its technology ecosystem.

This time, the focus was on connecting re:Members and HubSpot.

Like many associations, SWANA relies on re:Members as its Association Management System (AMS) and HubSpot for marketing and communications. To ensure member data remained consistent across both platforms, SWANA partnered with AMS Geek to implement a one-way synchronization powered by Data Sangria.

The Challenge

For many associations, member information lives in the AMS while marketing activities happen in HubSpot.

Without a reliable connection between systems, staff often spend valuable time exporting contact lists, importing spreadsheets, updating records, and resolving data inconsistencies.

Common challenges include:

• Manual data imports and exports
• Duplicate contact records
• Outdated marketing lists
• Inconsistent data between systems
• Increased administrative workload

Over time, these manual processes can impact both operational efficiency and marketing effectiveness.

The Solution

To address these challenges, Data Sangria was configured to automatically synchronize active member records from re:Members into HubSpot. When a matching contact does not exist, a new HubSpot contact is created. When a contact already exists, the information is updated automatically.

The integration supports:

• Automated contact creation
• Automated contact updates
• HubSpot Contact ID matching
• Email address matching
• Custom field mapping
• Flexible configuration options

By automating the movement of data between systems, SWANA can ensure that marketing teams always have access to current and accurate member information.

Why This Matters

Marketing automation is only as effective as the data behind it.

When member records become outdated or inconsistent, organizations can face challenges with segmentation, reporting, campaign performance, and member engagement.

By connecting re:Members and HubSpot, SWANA gains:

• Improved data quality
• More reliable marketing lists
• Reduced manual administrative work
• Better visibility into member engagement
• Stronger support for marketing automation initiatives

Most importantly, staff can focus on strategy and outreach rather than managing spreadsheets and manual imports.

Building on a Successful Partnership

One of the most rewarding aspects of this project is that it reflects an ongoing relationship.

Many organizations begin with a single integration or technology initiative. As they experience the benefits of connected systems, they often identify additional opportunities to automate workflows and improve data flow across their technology ecosystem.

For SWANA, connecting re:Members and HubSpot represents another step toward a more connected and efficient technology environment.

Extending the Value of Your Technology Stack

Data Sangria was built specifically for associations and nonprofits that rely on multiple platforms to support membership, marketing, events, learning, and community engagement.

By connecting systems like re:Members and HubSpot, organizations can reduce manual work, improve data continuity, and create a stronger foundation for member engagement.

Because the true value of an integration isn’t simply moving data—it’s helping organizations make better use of it.