Collingwood apologises after asking elderly members for donations via their wills

Collingwood is facing a major backlash after it sent letters to its elderly members with directions on how to change their wills to include a donation to the AFL club.

On Thursday, 8,000 members over the age of 50 received letters detailing how "to amend an existing will" as part of the Magpies' new Side by Side Forever fundraising campaign, ABC Sport understands.

A bequest program offering members the chance to leave a gift to their club via their will is not uncommon.

All AFL clubs have something similar.

The Brisbane Broncos became the first NRL club to do so several years ago.

The money often goes towards funding club infrastructure and development or community programs.

Many charities also have comparable programs.

But the unsolicited targeting of the Magpies' oldest fans has caused anger online, with many labelling the approach disgusting.

"Um. My mum got this today. Are they serious? How much money do they need?" X user and Magpies fan Wes posted, with a picture of the letter attached.

"We do a lot of good stuff but sending my 78 year old Mum this when she is battling a bit is pretty shit."

"Mum binned it. Disgusting."

"An opportunity for a money grab. It's gross!" Magpies supporter PennyK said.

"That's disgusting. Sure, have a section at the club website or include an advertisement in a club magazine … but a 1970's style mail out???" user Hrvatski posted.

After widespread condemnation, Collingwood CEO Craig Kelly apologised in a statement.

"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."

The letter spells out options for members.

"By joining Side by Side Forever with a gift in your Will, you can leave a lasting mark on the Club you love," the letter began.

"I'd love to join Side by Side Forever, and will definitely include Collingwood Football Club when I next revise my Will! I will call to let you know," read one option.

It also makes clear how to amend an existing will.

National Seniors Australia CEO Chris Grice slammed the approach as disrespectful.

"It’s not uncommon for charities, clubs and schools etc to approach their members and supporters for donations and bequests – they’re an important part of raising funds for those causes," said Grice.

"However, it does leave a bad taste in your mouth when just older members have been targeted specifically with the request, and that request has asked for an amendment of a will to be considered.

"It’s inappropriate and quite audacious. If the club felt the need to seek bequests, it should have done this differently – with more tact and a more considered approach with all members in mind, not only its older members."

While the launch of the Magpies program has upset many fans, ABC Sport understands some members have responded positively.

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