Collingwood has apologised after a letter promoting its new bequest program was sent to supporters, including fans dealing with life-threatening illness, triggering widespread anger and accusations of “vile” cash grabbing.

The mail-out targeted people aged over 50, a common approach for this kind of campaign, but the reaction escalated quickly after the letter was shared online by a supporter who said his 78-year-old mother, who was “battling”, had received it.

The letter tells recipients it is “easy to make changes” to their will “so your legacy can include Collingwood”, and many fans felt the timing and tone were deeply insensitive.

“Um. My mum got this today. Are they serious? How much money do they need?” the supporter wrote as he posted a picture of the letter sent to his elderly mother.

The letter features the all-caps heading: YES! I WILL STAND SIDE BY SIDE FOREVER. It also includes tick-box options, including: “Yes, I would like to be Side by Side Forever and leave my legacy to the Club I love. I have included Collingwood Football Club in my Will — please send me my Welcome Pack.”

Magpies supporter Paige Cardona said it was confronting for her father, a lifelong Collingwood fan, to receive the message while fighting leukaemia. “There’s lots of costs associated with that so it feels pretty awful,” she said. “If there’s inheritance there you would think that would usually fall to children, partners, family first and foremost — not a football club that’s doing alright for itself.”

Former AFL player and podcaster Dan Gorringe also criticised the campaign, calling it “unbelievable”. He said the club asked him to delete an Instagram story about the letter, but he posted again, saying, “I’m still outraged”.

“They had an issue with something (in my other story) … but not about taking money from the dead,” Gorringe said. “I’m still outraged about that. We should be, it’s unbelievable scenes that they are asking (people) to be part of the club and still leave them in your will when you die.

“Imagine going to your lawyer and being like, ‘Hey, I give everything to Collingwood.’ … (Lawyer asks) why. You say, got a letter.

“Unbelievable scenes. When I die, Carlton isn’t getting s***.”

The supporter who first shared the letter said he understood the club’s broader work, writing that Collingwood “do a lot of good stuff”. But he added: “But sending my 78-year-old mum this when she is battling a bit is pretty s***. And I will be letting them know. Don’t worry,” he said.

Collingwood chief executive Craig Kelly later issued an apology. “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 controversy continued to spread online, with fans posting angry reactions. “If this is legit, it’s in pretty poor taste,” one wrote. Another said: “My dad got one as well . He wasn’t impressed … I don’t think the club has really thought this through … imagine a supporter receiving that while they are in a hospice or having end-of-life care.” Another shared: “My mum got one yesterday. She tore it up and binned it.” One fan added: “I find myself actually disliking this club sometimes over the last couple of years. Their obsession with money is vile.” Another comment read: “That is nothing short of … disgusting.”

Bequest programs are not unique to Collingwood and have been used across the AFL for years. Hawthorn relaunched its bequest society Always Hawthorn in 2014, and the Adelaide Crows reportedly received about $1.5 million through their bequest program that same year. Several clubs also use an online will platform called everywill, which offers a free online will service.