Collingwood Football Club

With over 60,000 members, more than a million fans and crowds regularly exceeding 90,000, Collingwood knew there was significant opportunity in a better system to capture, understand and engage its community. That meant solving for stakeholder management, activity tracking, membership integration, event management, customer service, assets and entitlements, marketing and communications, corporate hospitality and sponsorship, and integration with finance and retail — all without the double-entry that comes from disconnected systems.

A core part of the club's vision was selecting a single CRM, finance and merchandise solution capable of handling that complexity today and extending as the business kept growing.

Following an exhaustive process, Microsoft Dynamics, implemented by EngageRM, was chosen as the most suitable and extendable solution. EngageRM worked directly with individual business units — demonstrating the system, then configuring it wherever a gap was identified — to move the club from spreadsheets and disparate systems onto a single platform.

Because the platform works from the same familiar Microsoft Outlook environment staff already use, take-up has been faster and the learning curve shorter than a typical CRM rollout. Collingwood is now using its historical data to quickly identify segments of its database that can be engaged more fully, drawing on insights like corporate package purchase history and ticket sales patterns.

With a single connected view now underpinning the business, Collingwood is positioned at the forefront of sport, both on the field and off it.