The club have mismanaged their membership department to the point they have to grovel to existing members to help them get out of the hole they stuck themselves in. All for 'doing it for the club'.
How many other clubs have you heard of doing this?
Grovel? Did you go to school with Andrew Bolt?
Mate they are making a concerted effort to reconnect with supporters this year. There are many initiatives being developed that haven't yet been released to the public as a lot of them are awaiting AFL approval. Yes they are asking supporters to assist in getting involved because we don't have the money ourselves to employ membership assistants to do this for us. Theres a sustainability cycle, once we get more members perhaps the money will be there to employ more in our membership department. But the club is coming off a $1.6m statutory loss so if an appeal to supporters' loyalty results in a bit of free benefit to them then I say go for it.
How many other clubs have I heard doing this? Question I can't answer, however it's not like it was posted on Social Media or the web, it was a personal email sent to members so I don't think you need to be embarrassed by what he's said here.