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Art Gallery of NSW

A strategic foundation

Audience and stakeholder engagement is a critical foundation for the Art Gallery of NSW’s ambitious growth strategy.

Loaded partnered with AGNSW to put the CRM foundations in place to enable this strategy, and continues to work with the Gallery on an ongoing basis to support and enhance the solution.

Project overview

We undertook a complex SugarCRM implementation program of work, involving extensive data migration and selected integrations.  Once this foundation was in place we extended the CRM solution to support donations, sponsorship, membership, events and other marketing processes.

What our clients say

Loaded showed us from the beginning that they were genuinely interested in the work and mission of the Gallery, that this wasn’t just ‘a technology project’.

Jacquie Riddel

Director of Public Engagement
Art Gallery of NSW

Project details

Project duration

Various phases of work implemented since mid 2014


Government sector

Cultural sector

Services implemented

CRM strategy, CRM implementation, Data migration,
CRM integration, CRM hosting, CRM support

“AGNSW partnered with Loaded to put the building blocks in place for the organisation’s CRM strategy, a core platform of our strategic vision and an important enabler for our ambitious growth objectives.

Investing in an organisation-wide project as large as this was a very big step for the Gallery, which hadn’t had a history of significant infrastructure investment, so it was vital that we chose a partner that we could work effectively with and trusted.

Loaded showed us from the beginning that they were genuinely interested in the work and mission of the Gallery, that this wasn’t just ‘a technology project’. They won the project in large part due to their deep appreciation of the role and workings of the Gallery, ability to support us and adapt to our needs.

Loaded brings a combination of business, CRM implementation and change management skills to our work, which is important to ensure we are realising a return on investment. Loaded treats us like a partner, and takes on feedback with a constructive spirit, and we value our relationship with the Loaded team – they are a great team to work with.

We are mid-way through implementing our CRM project with Loaded, and there is still a lot of work ahead, however the team have shown us that they care about helping us achieve our outcomes and that they can think and act creatively to be agile and supportive partners.”

Jacquie Riddell, Director of Public Engagement, AGNSW

Our team

The Art Gallery of NSW’s CRM solution incorporates the flexibility and power of SugarCRM, selected integrations and a series of customer portals to improve stakeholder engagement.  Loaded works in partnership with the Gallery to evolve the organisation’s CRM strategy, extend the CRM platform and drive user adoption.

Why choose us?

Loaded is a quality-oriented, deeply experienced SugarCRM implementation partner. We have the team, and the track record with clients, to give you confidence to move forward on your CRM journey.

Let’s work together

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