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Streamlining stakeholder management

Mental Health America (MHA) was created in 1909 to address the needs of those living with mental illness and promote mental health as a critical part of overall wellness.

Since then, MHA has become the nation’s leading community-based nonprofit promoting mental health. MHA’s programs fall into three main areas – policy and advocacy; education and outreach; and information and referral services – each of which program areas encompass a variety of initiatives offering tools and resources for supporting mental wellness.

MHA was using highly customized versions of the Luminate Customer Relationship Management (LCRM) and Luminate Online (LO) systems which had aged poorly, no longer served MHA’s complex needs cost-effectively, and would become obsolete.

To provide a better experience for MHA staff and improve overall stakeholder management, Fíonta partnered with Mental Health America in migrating from an End-of-Life legacy CRM system to Salesforce Nonprofit Success Pack (NPSP).

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Databases can be really scary for nonprofits like ours. We don't have dedicated database analysts on staff, so this kind of project requires a lot of trust. That's one great thing about Fíonta—you can trust them with your data and your nonprofit's future.
Jessica Kennedy
Chief of Staff

Outdated and costly systems, low user adoption, underperforming business processes, and unhygienic data challenged Mental Health America.

Outdated and costly systems limit operational success and effective stakeholder data management

MHA’s highly customized versions of LCRM and LO were no longer cost-effective and would become obsolete in June of 2022, necessitating a migration to a new CRM. The systems did not scale with the organization or complement other modernized platforms adopted across the organization.

Poor user adoption of outdated tools leads to a rise in technical debt

Historically, MHA faced challenges with user adoption of LCRM, impacting the organization’s ability to leverage the CRM’s full potential. The technical debt incurred by the solution staying more often on the shelf instead of in the hands of MHA staff created an imbalance in ROI.

Legacy systems caused neglected data hygiene practices

One of the significant pain points Mental Health America (MHA) faced was dealing with data that was generally unreliable, inconsistent, and duplicated. The poor user adoption of LCRM further compounded data integrity issues, disrupting many processes that relied on clean data, like decision-making processes that directly impact stakeholder engagement, ultimately furthering their mission of promoting mental health and wellness.

Fíonta conducted a comprehensive discovery process to understand Mental Health America’s (MHA) specific needs. Salesforce Nonprofit Success Pack (NPSP) was configured to cater to contact management, affiliate management, donor management, and external communications, aligning with MHA’s updated business processes giving MHA a 360-degree view of stakeholders for improved engagement.

Integration with key third-party systems like Classy, Eventbrite, Salsa Engage, and Shopify enhanced fundraising, event management, and online engagement. Data was efficiently deduplicated before migrating from LCRM to Salesforce, ensuring a clean and accurate dataset.

To ensure ongoing data hygiene, staff members were trained on best practices, and measures were implemented within NPSP to maintain data cleanliness and prevent duplication. These initiatives support MHA in making informed decisions, improving operational efficiency, and advancing its mission of promoting mental health and wellness.

Mental Health America

Comprehensive stakeholder view

Staff now have a 360-degree view of each stakeholder, enabling more effective engagement and personalized interactions.

Updated business processes supported by functional technology

MHA empowered staff with the tools necessary to meet expectations set by new business processes.

Third-party integrations

Critical systems like Classy, Eventbrite, Salsa Engage, and Shopify were integrated, enhancing MHA’s capabilities for fundraising, event management, and online engagement.

Mental Health America staff now have a 360-degree view of each stakeholder. Fíonta integrated several third-party systems for batch gift processing and document generation. Data was efficiently deduplified and transformed before migration from Luminate CRM to Salesforce. An emphasis on data hygiene in training and within the NPSP instance itself helps keep data clean and avoids duplication.

Fundraising dashboard



Our resourcing team staffs each project with care. Team members involved in this initiative included the following:
Project manager

Steering all project facets like budget, schedule, scope, and risk management while collaborating with technical leads on risk handling, our project managers serve as the primary liaison with clients, offering frequent updates on project progress.

Technical architect

Senior strategic advisors who focus on business transformation with domain expertise in functional, platform, and integration architecture. Our technical architects articulate solutions and design trade-offs to clients, guide the delivery framework, and oversee complex solution design and development, ensuring technical integrity and soundness of the final product.

Data architect

Focused on data analysis, schema design, data migration management, and complex data integration. They collaborate with clients and internal teams, handle data mappings, configure data sources, create scripts or apply tools to execute data migration and/or integrations, write test scripts, and document any deviations from original migration plans.

Business analyst

Dedicated to comprehending and documenting client business processes, identifying needs, and converting requirements into user stories. The business analyst works with technical leaders on the project to validate that the proposed solutions meet documented acceptance criteria and will satisfy project success metrics. Business analysts play a key role in planning for and executing user acceptance testing and training and change management when applicable.

Configuration specialist

Specializing in Salesforce and associated systems, our experts configure client instances following technical leads’ solutions, focusing on building functionality.