Collingwood has faced a wave of criticism after sending letters to elderly members, asking them to include a donation to the club in their wills. The AFL club's new fundraising campaign, Side by Side Forever, has sparked a heated debate online. While many charities and sports clubs have similar bequest programs, the unsolicited nature of the request has left some fans feeling uncomfortable and disrespected.
The letter, which was sent to 8,000 members over the age of 50, detailed how to amend an existing will to include a donation to the Magpies. While some supporters have responded positively, many have expressed anger and frustration, labeling the approach as 'disgusting' and 'a money grab'.
Collingwood CEO Craig Kelly has apologized for the backlash, stating that the intention was to offer members the option to consider a legacy gift, which is common practice across many AFL Clubs and organizations. However, the specific targeting of older members has left a bad taste in many mouths, with some questioning the tact and consideration of the approach.
National Seniors Australia CEO Chris Grice slammed the approach as disrespectful, stating that while it is not uncommon for charities and clubs to approach members for donations and bequests, the specific targeting of older members with a request to amend their will is inappropriate and audacious.
Despite the controversy, some members have responded positively to the campaign, and Collingwood has the opportunity to learn from this experience and refine its fundraising strategies to better serve its supporters and the community.
