As nonprofit organizations continue to invest in technology, many are rethinking how their systems talk to each other—and more importantly, how staff actually use the data flowing between them. Traditional integration strategies often focus on funneling data into one system, usually a CRM, in an effort to create a “single source of truth.” But is that really the best approach for modern, data-driven organizations?
Let’s take a fresh look through the lens of the Jobs to Be Done (JTBD) framework, a data-centric architecture, and the importance of organizational data strategy.
From Centralized to Contextual: Rethinking What Integration Really Means
In a classic integration model, the goal has often been to centralize data into a single platform—commonly the CRM. But this approach can create friction. CRMs are optimized for relationship management, not for acting as a warehouse of every single data point from across your organization. When data is crammed into a system where it’s not actionable, it loses its value and creates usability challenges.
Instead, forward-thinking organizations are shifting toward a data hub model, where data is centralized in a way that allows it to flow flexibly to where it’s needed. This means your CRM can remain focused on managing donor relationships, while marketing automation tools, advocacy platforms, finance systems, and others consume and contribute data via the hub—without becoming bloated or disconnected from the user experience.
We go deeper into this in our blog, “Data as the New Hub”, where we explore how centralizing data—rather than centralizing functionality—can drive better performance across your tech stack.
Applying the Jobs To Be Done Framework: Serve Staff Where They Work
One of the core ideas behind the Jobs To Be Done (JTBD) framework is that people “hire” tools to get specific jobs done. When designing integrations, it’s essential to consider what your staff actually need to accomplish in their day-to-day work—and ensure they can do those jobs in the tools they already use and know.
For example, if your marketing team uses an engagement platform to run campaigns, forcing them to toggle into the CRM to find the right segment or update donor data adds friction. If the data they need can flow directly into their tool—accurate, timely, and contextual—it empowers them to do their job better. This is where the power of a data hub really shines: it allows each system in your stack to stay lightweight and purpose-built, while still benefiting from a common foundation of data.
We cover this concept in depth in Leveraging the Jobs to Be Done Framework When Designing Solutions for Nonprofits—a guide to aligning technology decisions with the real-world needs of your users.
The Role of Data Strategy and Governance
A modern integration approach can’t succeed without a solid data strategy and governance structure. It’s not enough to build connections between systems—you need a shared understanding of what data you have, what data you need, and how data should be structured and stewarded across its life cycle.
We discuss this extensively in “The Importance of Data Strategy”—where we outline how thoughtful planning and governance are essential for turning raw data into meaningful, trustworthy insights.
Without governance, integrations can lead to data sprawl, redundancy, and mistrust. Without strategy, you risk investing in connections that don’t serve the organization’s actual goals. A strong data strategy defines the rules of the road—how data is sourced, validated, shared, and archived—while governance ensures those rules are followed and evolve over time.
From Point-to-Point to Purposeful Integration
Too often, integration is treated as a technical problem to be solved with middleware or APIs. But truly effective integration is about purposeful design that aligns data architecture with organizational workflows, data governance, and real-world staff needs.
By putting data at the center—not any one application—you can enable a more flexible, resilient, and user-centered tech stack. One where your teams can do their best work in the systems they know, powered by trusted, accessible data that flows where it’s needed.
What This Means for Your Team
If your nonprofit is struggling with disconnected systems, limited CRM usability, or staff frustration due to data silos, you’re not alone. A data-centric integration strategy can solve these issues by aligning your tools around real user needs and a shared foundation of trusted data.
By starting with your data strategy—not just your tech stack—you can eliminate friction, reduce redundant effort, and empower every department to work more effectively.
Guiding Principles for Smarter Nonprofit Integration
| What to Avoid | What to Embrace |
|---|---|
| Don’t force data into systems where it doesn’t belong. | Let each platform do what it does best, while connecting them through a shared data hub. |
| Don’t design integrations in a vacuum. | Design around the jobs your staff need to do—integration should reduce friction, not add it. |
| Don’t skip data strategy. | Build integration on a foundation of good planning, shared language, and governance. |
| Don’t focus only on systems. | Integrate people, processes, and purpose to make technology truly work for your mission. |
Ready to Rethink Integration?
Talk to ROI Solutions about designing a data-centric architecture that supports your mission, simplifies your systems, and helps your staff thrive.
