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

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.