AEGN is a member-funded network supporting environmental and climate philanthropy across Australia. When GravityLab started working with them, the organisation had around 200 members and a clear ambition to reach 400 by 2030.
The challenge was that their previous CRM (ACT!) and the processes built around it were getting in the way. Operations were heavily manual. Event attendance, member engagement, and renewal tracking all lived across multiple spreadsheets. The data existed, but turning it into useful insight took real effort, and that effort was a tax on a small team with a lot to do.
AEGN didn’t just need a better tool. They needed their internal ways of working to catch up with where the organisation was heading.
What we built
GravityLab delivered a phased Salesforce implementation, with Phase 1 focused on getting to value quickly and making sure the team actually used it.
We set up the core CRM foundation: a clean organisation/contact model, relationships and affiliations, user permissions, and data quality controls including validation, deduplication, and an audit trail. From there we built the workflows that matter most for a membership organisation.
Membership management got an onboarding pipeline and renewal automation to reduce drop-offs and give the team clear visibility of where renewals were sitting. Events and engagement tracking was connected directly to contact records, replacing the spreadsheet trail with something they could actually act on. A fundraising-style pipeline was added for stage tracking and accountability on opportunities. And a Marketing connector was configured with segmentation rules to make targeted communications easier to build and send.
The outcomes
A single system of record for members, organisations, events, and interactions. Spreadsheet were removed with a secure, scalable and automated approach. The team had better visibility of member engagement, a more consistent renewal process with automated follow-ups, and dashboards built around the KPIs they actually track.
Critically, the renewal and onboarding automation was designed to support growth without requiring headcount to scale at the same rate.
What’s next
The roadmap beyond Phase 1 includes Salesforce Experience Cloud to replace the current website login area, giving members a branded portal for resources, events, and collaboration. Further CRM enhancements are planned from there.
“Easy to work with, super easy to engage on any issues we were having. We could raise and discuss any problems or concerns we had. I can see that the team are trying to find the right solutions for our business needs and thinking through what is best within the Salesforce environment. I really appreciate that attention to detail and care.” – Charmaine Smith, Head of Operations
