A good and accurate summation from Niall.
Why Blues fans lack the fire of the TigersJake Niall wrote:
The disconnection between the Blues and many of their fans is a slow-burn problem with historic roots.
Richmond can be likened to the Chicago Cubs, in that belonging to the tribe supersedes winning. The supporter is central to the club identity. The same applies, to a lesser extent, to Collingwood, who are defined by an up-against-them psychology and treat victory like a form of revenge against everyone.
The Carlton tribe, by contrast, was long wedded to the notion that the Blues are ruthless winners, who will achieve success, by hook or by crook; that they will not tolerate defeat for long. Unfortunately, many supporters won't tolerate defeat for long either.
Further, there's an argument that Carlton has been a top-down, rather than a bottom-up club. The long shadow cast by billionaires and other benefactors – Richard Pratt, John Elliott, Bruce Mathieson – might have led fans to think that their financial support is less crucial.
When they found themselves in times of trouble, Carlton's first instinct has been to turn to benefactors (see Pratt in 2007). The Blues have never suffered the indignity of rattling tins. Maybe they'd be better placed if they had, instead of passing the hat around Raheen.
New CEO Liddle ran the membership program at Tigerland and has seen how the Tigers connect with their people, how they manage members via the digital space – Richmond's are also the most digitally engaged, according to AFL research.
Liddle's priority must to be find a way to energise the base, without relying on winning games. He must find and foster a new kind of Carlton supporter: the patriotic member.
EDIT: Just noticed this has already been posted here. But I think it deserves to be repeated.