lmThe son of an elderly Collingwood member posted a photo on X on Wednesday evening of a hard copy of a letter asking club members to "leave a lasting mark on the Club you love" by revising their Will to leave a financial gift to the club in their estate.
The letters were reportedly sent only to members over the age of 50, and whilst all 18 clubs accept bequeathments and other philanthropic donations from members of the club and of the public, this is believed to be the first instance of an AFL club reaching out directly to members with personalised letters.
The letter, headlined "Yes! I will stand side by side forever", invites members to "make changes so your legacy can include Collingwood" and offers "welcome packs" to those who would be interested in signing up to make bequeathments as well as personal phone calls with the club's 'Request and Fundraising Manager'.
The letter received widespread condemnation on X, described as "rude", "a money grab" and "disgusting".
“We do a lot of good stuff but sending my 78 year old Mum this when she is battling a bit is pretty s***," said the man speaking on behalf of his mother.
Collingwood CEO Craig Kelly apologised via a brief statement on Thursday afternoon.
"We sincerely apologise to anyone who felt upset or uncomfortable receiving this communication – particularly supporters currently navigating difficult circumstances,” Kelly said.
“Our intention was to offer members the option to consider a legacy gift if they wish – something that is commonplace across many AFL clubs and organisations.”
Collingwood's 'Side by Side Forever' program offers participants exclusive merchandise, access to functions with guest speakers and the option of how their donation is used, be it for community work, on-field programs or to be used "at the club's discretion".
Almost all 18 AFL clubs have dedicated funds for bequeathments, such as Melbourne's 'Ron Barassi Bequest Society' of which the great man himself was a member prior to his passing, but there are no records of other clubs reaching out to ask for bequeathments.