Club chairman noticed his wife was making donations every month - he had an idea and suddenly his club had created revenues of £1 million

3 November 2020

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Photo: PA Images Aberdeen fans in the stands at Pittodrie Stadium.

Aberdeen went from zero to £100,000 in revenue every month through donations from supporters. More than 6,500 supporters have joined the AberDNA-membership programme.

The initiative was launched two years ago – but the whole idea behind the membership donation-model is more relevant than ever in light of the tough Covid-19 football environment.

To build such a membership donation programme requires focus and commitment from the very top of the club. One big London club tried to copy Aberdeen – but it flopped due to a “cheap and cheerful” approach, explains Ken Sharp from Stadimax.

Aberdeen managed to get in contact with thousands of so-called “passive” fans who are now supporting their club financially each month.

Kasper Kronenberg kk@offthepitch.com

Suddenly it seemed such an obvious thing to do.

Three years ago Dave Cormack, major shareholder and executive chairman at Scottish Premiership side Aberdeen FC, noticed that his wife was donating to a few charities every month through a subscription-based model.

And it made him think that the whole idea of having a membership model, where you could donate a small amount to something very important to you on a monthly basis, was perfectly suited to the football club he loved.

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