Collingwood Football Club has recently come under significant scrutiny after it sent out letters to more than 8,000 members aged over 50, encouraging them to consider including a donation to the club in their wills. This solicitation was part of a fundraising initiative called 'Side by Side Forever,' aimed at securing financial pledges for the future of the club. Although such bequest programs are not uncommon among sports organizations, the response to Collingwood's approach has sparked a major backlash, with many feeling that targeting elderly fans was inappropriate and insensitive.

The CEO of Collingwood, Craig Kelly, has publicly apologized for the club's action, acknowledging the discomfort it caused among members. The letters included instructions on how to amend existing wills and suggested that including a donation to the club could be a way for fans to leave a lasting impact. However, the attempted fundraising tactic appears to have backfired, leading to public outcry and discussions about the ethics of approaching older, potentially vulnerable individuals for financial contributions, especially regarding something as personal as their final wishes.

As the backlash continues, this incident highlights broader concerns about how organizations interact with their supporters, particularly the elderly. While many AFL clubs have established similar programs, Collingwood's communication has raised questions about best practices in soliciting donations. The club will likely have to revisit its strategies not only to mend relations with its members but also to ensure ethical standards are upheld in their fundraising efforts moving forward.