Three years after my dad died, Collingwood sent a letter asking he leave money to the club in his will

He wondered aloud how much of the Maxwell estate would be left to Collingwood. Attention was also drawn to paper waste.

As for letting the Magpies know he’s no longer around, he said: “I can’t be bothered calling them and telling them.” Luckily for Collingwood, the mobile phone number of a living person was available to discuss the correspondence.

After all, my mom is a lifelong supporter of the Hawks.

In the rare event that he left money to an AFL club from his estate, the Hawks would be at the front of the queue.

To say that my mother thought there might be better reasons to leave money would be an understatement. “Desperate” is not a word he is afraid to use when talking about certain footballers and it was certainly the word he used to describe this marketing programme.

I reported the situation to the club and everyone I spoke to, including the membership department, was very apologetic.

My dad hasn’t been a member since 2022 and the AFL membership department has said his club support membership has been revoked for good in 2023.

Clearly my father was still in a database somewhere.

In terms of really upsetting him, it wasn’t like that. He knows his father will laugh at the ridiculousness of it all and that howling at the moon isn’t really his style. At 87, he doesn’t tend to dwell on life’s disturbing elements.

The Magpies also gave my dad many great moments throughout his life. There was plenty of credit in the bank. No hard feelings.

That’s not the reason for this column. Mistakes happen. My smile was real. Collingwood CEO Craig Kelly issued an apology, which was the only thing he could do in such a situation.

“We sincerely apologize to anyone who was upset or upset by receiving this communication, especially our supporters who are dealing with difficult circumstances at this time,” Kelly said.

Nobody at the Magpies actually wants to upset vulnerable people.

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But there is a lesson for all AFL clubs in this misstep by the Magpies, as I suspect the cultural shift noticed since COVID-19 – the push to extract more and more money from members – is about to cross the line.

The problem is not will schemes. Some hospitals these days even have signs promoting the idea of ​​sending some of your goods to them.

Where to direct your money is, of course, your personal choice. But throwing this type of letter at someone’s house is worrisome because the sender can never be sure when and how his message will be received by the recipient.

AFL clubs will be the first to cry for common sense when fans get emotional and angry about an issue, but in this case they are the ones taking advantage of those irrational emotions to raise money.

If they push too hard, they won’t succeed in either direction.

These are sensitive areas and some clubs do not perform well in sensitive situations.

Collingwood members have been upset several times in recent seasons. Senior members were upset about seat allocation ahead of the 2023 grand final, and then last season there was huge backlash when Legends Members with reserved seats were asked to use their seats.

The disconnect between players making big money and clubs expanding people’s access to their properties is clear.

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Here’s a suggestion or two: If you’re thinking of being as brazen as Collingwood this week, first make sure your database is up to date. It’s okay to fish where the fish are, as long as you make sure they’re still swimming in the pond you sank your line into.

Also be aware of the potential impact on your club’s brand if letters such as the one Collingwood sent last week are not well received.

In the bubble of an AFL club, despite all the media visibility, it can be easy for staff to imagine that their organization is the center of people’s lives. Here’s the hint: you’re not. The idea that money trumps everything in football is real.

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Collingwood reacted candidly after the controversy emerged last week. But their experience should remind all clubs that fans are not stupid. They can see when they are being underestimated.

Promoters are more than a money pit. And they are more than just member numbers.

Large financial companies and airlines have seen the dangers when their culture is focused entirely on revenue. AFL clubs must avoid being viewed in the same light.

Member care is provided through actions, not slogans.