Our loss became Collingwood’s when a letter arrived last week for my late dad

She did wonder aloud how much of the Maxwell estate would be left to Collingwood. And the waste of paper was noted, too.

As for letting the Magpies know he was no longer around, she said, “I can’t be bothered ringing them to tell them.” To Collingwood’s credit there was a mobile number to an alive person available to discuss the correspondence.

Mum is, after all, a lifelong Hawks supporter.

In the unlikely event of her leaving money to an AFL club in her estate, the Hawks would sit at the front of the queue.

To say Mum thought there might be better causes to whom she could leave money would be an understatement. “Hopeless” is not a word she is afraid to use when referring to certain footballers, and it was certainly the word she used to describe this marketing program.

I let the club know, and every person I spoke to, including the membership department, were most apologetic.

Dad had not been a member since 2022, and the AFL membership department said his club support membership had been cancelled once and for all in 2023.

Clearly Dad was still on a database somewhere.

In terms of really upsetting Mum, it didn’t. She knows Dad would have laughed at the absurdity of it all and howling at the moon is not really her style. At 87, she doesn’t tend to dwell on life’s irritants.

Plus the Magpies provided Dad with many great moments over his lifetime. There was plenty of credit in the bank. No hard feelings.

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

“We sincerely apologise to anyone who felt upset or uncomfortable receiving this communication – particularly supporters currently navigating difficult circumstances,” Kelly said.

No one at the Magpies really wants to upset vulnerable people.

But there is a lesson in this Magpies misstep for all AFL clubs because I suspect the cultural change that has been noticeable since COVID-19 – the push to extract more and more cash from members – is close to tipping over the edge.

It’s not bequests programs which are the issue. There are even signs in some hospitals nowadays promoting the idea of sending some of your estate their way.

Where you direct your money is, of course, your personal choice. But lobbing a letter of this nature into someone’s home is fraught because the sender can never be sure when or how their message will be received by the recipient.

AFL clubs will be the first to cry for common sense when supporters become emotional and outraged about an issue, but in this instance, they are the ones tapping into those irrational emotions to raise money.

They can’t have it both ways if they push too hard.

These are delicate areas and some clubs don’t do well in delicate situations.

Collingwood members have been upset a few times in recent seasons. Top-tier members were upset at their seat allocation before the 2023 grand final and then last season there was outcry when Legends Members with reserved seats were asked to redeem their seats.

The disconnect between players being on big money and clubs extending their reach into people’s estates is obvious.

Here’s a suggestion or two: If you intend to be as brazen as Collingwood were this month, first make sure your database is up-to-date. Fishing where the fish are is OK, as long as you are sure they are still swimming in the pond where you dip your line.

Also, be aware of the potential impact on your club’s brand when letters like the one Collingwood sent last week don’t land well.

In the bubble of an AFL club, with all its media exposure, it might be easy for staff to imagine their organisation is the centre of people’s lives. Here’s the tip – you ain’t. The sense that money dominates all else in football is real.

Collingwood reacted with sincerity after the controversy emerged last week. However, their experience should give all clubs a reminder that supporters aren’t fools. They can see when they are being taken for granted.

Supporters are more than just money pits. And they’re more than just their member number.

Big finance companies and airlines have seen the dangers when their cultures focus entirely on revenue. AFL clubs should avoid being seen in the same light.

Care for members comes through actions, not slogans.