Avondale University College

"Professional Advantage work to maintain the product and keep the client happy. I love the work that they do."

Brenton Stacey, Avondale University College Public Relations Office

Organisation
Avondale University College is a tertiary education provider with two campuses within New South Wales. Established in 1897, they offer accredited undergraduate, postgraduate, and vocational courses. 

Avondale partnered with Professional Advantage (PA) more than a decade ago when they made the decision to implement Microsoft Dynamics 365 (previously Dynamics CRM) as their CRM software.

“We use Dynamics 365 as a way of keeping in touch with our alumni, and as a way of making proactive decisions about giving and donations.”
Brenton Stacey, Avondale University College Public Relations Office

Dynamics 365 is a customer relationship management business solution that aims to drive sales productivity and improve the value of marketing efforts.

Need
Avondale have been benefitting from Dynamics CRM for over a decade, but prior to this, they were simply using spreadsheets. For an institution of their size at the time it was adequate, but as the number of alumni grew, they needed to upgrade their systems. 

“We needed a product that could scale appropriately, and that we could adapt and modify as needed, and Dynamics 365 has been that product.”
Brenton Stacey, Avondale University College Public Relations Office

The initial engagement between Avondale and PA was prompted by a former employee within Avondale who had previously worked with PA.

“They brought an understanding of the company and the products that bolstered the lack of knowledge I had about what role those products could play. They have ended up leaving us with a good legacy, not only in the product but with the company providing that service.”
Brenton Stacey, Avondale University College Public Relations Office

Solution
Avondale utilise Dynamics 365 as a CRM database tool to keep all their contact details up to date, and also the ability to track donation transactions. This information, including average gift size or number of gifts, can then be used to improve their marketing and communications decisions.

“It allows us to make better decisions about who we are going to target, with what materials, when we are going to target them, and what we are going to ask. The tool is becoming more useful over time.”
Brenton Stacey, Avondale University College Public Relations Office

The system has enabled the team at Avondale to make proactive decisions about the contacts within their database, which is highlighted by the user’s ability to track more than just contact details or basic giving information.

“I use the information to make decisions that I wouldn’t be able to easily make with just a spreadsheet application.”
Brenton Stacey, Avondale University College Public Relations Office

By using a system that is beyond simply using spreadsheets, the process of finding and arranging the important information is significantly quicker and easier.

The usability of Dynamics 365 is a key feature for Avondale. The team that makes use of the tool consist of no more than a dozen people, with half of those being full-time workers. For those that are part-time or casual, it is important that they are able to come in and begin working straight away, as opposed to needing to refresh their skills.

“We all need to use the product at the same time, so the ability to do that is important.”
Brenton Stacey, Avondale University College Public Relations Office

Results
Avondale have been using Dynamics 365 for some time, but continue to identify the benefits that the solution brings on a day-to-day basis, and the benefits that come as a result of upgrades or changes in their processes.

“The graphing functions, and how it connects to our other Microsoft products, improve productivity, and further contributes to better decision making.”
Brenton Stacey, Avondale University College Public Relations Office

The importance of Dynamics 365 within Avondale is clear to see when the staff talk about it.

“I turn on my computer in the morning and open mail, web browsing, and then Dynamics 365. I use the tool every day to truly get the most out of it.”
Brenton Stacey, Avondale University College Public Relations Office

By using Dynamics 365 every day, the team know inside out what they need and the results they expect. Therefore, the ability to customise the tools they are using to suit their requirements is invaluable to them.

“That is important for me as the client as it gives me a sense of ownership of the product. Which in turn makes me more willing to use the product and invest time in it as a useful tool. This really is a big thing; everyone wants to be able to add preferences, and as a higher education institute we have different requirements to other businesses. The ability to do this is more important than many would realise.”
Brenton Stacey, Avondale University College Public Relations Office

When a consultant is required to complete a customisation, they work with the team at Avondale which means that not only are their specifications met, but they are shown the customisation live and introduced to a new way of doing something.

“Whilst they make the initial customisation, I have then enjoyed going back and further customising that particular aspect for our need.”
Brenton Stacey, Avondale University College Public Relations Office

When consultants work with Avondale, they get straight into finding solutions to the challenges that have been presented, sharing their knowledge with the Avondale team, with an aim of leaving them feeling even more confident about the product and what it can deliver.

The Future
The Public Relations Office within Avondale is still relatively small, with a Marketing Services team working alongside them, and plan to expand to a Giving team.

“We are looking to grow, and Dynamics 365 is a useful addition as there is a move to a more giving role. Its flexibility means we know it will cope as we ask new things of it.”
Brenton Stacey, Avondale University College Public Relations Office

Whilst Avondale admits that they do not currently use all of the features of the tool, they are there when they need them.

“Scalability is important as it provides the solutions that we need at the moment, but will also support us as we grow.”
Brenton Stacey, Avondale University College Public Relations Office