An open letter to Bradford City fans from chief operating officer James Mason

Like all other City fans, this is a considered purchase and they have to make the decision as to whether to renew or not. They will be renewing.

For some it's automatic. Not even a question. For others it takes a little more convincing.

The club have received a number of letters and e-mails from supporters expressing that they will not be renewing this season. We can only respect such decisions and the reasons behind this stand point.

It may be affordability or the shorter time frame to buy. It may be that the entertainment factor or that the enjoyment has gone.

But many are expressing discontent with where the 'club are going' or that we have lost a connection with our fanbase. This needs addressing but also questioning.

At the time of writing, 10,000 City fans have renewed. Down on last year's figures but understandable for a host of reasons.

But the success, or not, of any campaign can only be judged by the final numbers and then the analysis can begin.

Selling 18,000 season tickets is one thing but we have been well aware for some time that actual attendances prove that not all these tickets are being used.

This year, an under-11 ticket has increased from £5 to £19 for example, so now becomes a considered purchase.

As employees, we have an obligation to keep pushing the campaign along and helping those fans wanting to buy.

At the outset of any campaign the aim has to be to maximise revenue while balancing this with sales.

All clubs have a hardcore of fans and many are guilty of over-pricing and simply relying on the hardcore to still buy.

For example, if our season tickets were £299 how many do you think we would sell? 7,000, 8,000, 9,000?

It's hard to say but it would be the easiest way to maximise revenue but the loss of so many supporters would be detrimental.

This time, however, we are all fully aware that the reasons for fans not wanting to buy are based around a number of factors different to previous seasons.

Supporters need to feel a connection to their club. Their core values and beliefs have to align.

After all, why do we support a club anyway and what do we get in return from our support?

In answering these questions, fans must ask themselves if their decision to renew or not will help that cause.

Many supporters will renew out of loyalty and obligation. We as employees, players, managers and owners of clubs have an obligation to inspire supporters and set the vision.

We all have varying powers to achieve this but equally it's our responsibility to encourage others to do so.

The last six months or so have been particularly tough from a professional point of view.

I do not hide the fact that I am a supporter. This I think can only help in my role.

I empathise with fellow fans but equally I am a paid professional and as such I take the responsibility and privilege very seriously.

I am involved in making decisions that affect the club and these are only ever made in the best interests of the club.

Sometimes these decisions are not universally liked or shared internally and externally but it's important to see the bigger picture and be loyal to the project and decision-makers.

My natural disposition is to be positive. Recently anything the club have done or tried to do has been criticised.

There are lots of good people working and running Bradford City that continue to work hard irrespective of results. This must not be forgotten amid a poor run of form or discontent from the outside.

We on the inside have to keep going when it would be easier to give in. To continue all the good the club does day in, day out.

The player appearances at schools each week, the thousands of tickets and signed merchandise we give away to charities each season, the good causes and community projects we support, our growing academy and investment in the infrastructure of the club.

This includes taking back the club shop and replacing broken drains under the pitch. This all mustn't be forgotten or glossed over.

I know of many supporters that sadly cannot attend games anymore for whatever reason. They would dearly love a season ticket irrespective of form, ownership or manager.

Many are house-bound or ill. Others cannot afford to come or sadly are no longer with us. They live on in our memory.

There are many people past and present that would love to be still watching City week in, week out even when things are bad.

We don't support a club only to see them win. This is not a given. We have to be there through adversity to enjoy the success.

It's fair to say football is a game based on adversity. It's going to test you repeatedly. It finds your weaknesses and forces you to adjust.

That adversity, in the big picture, gives you the opportunity to improve. You have to learn from it.

Mistakes will be made. They are not too costly in the long run if you learn from them.

I have been at the club nearly four years. In that time I am proud to have built on a foundation set before me by Julian Rhodes, Mark Lawn but, in my particular role, David Baldwin.

Stefan and Edin plan to continue this. We've seen the growth of our fan base to 18,500 season-ticket holders.

We've developed a successful social media strategy to engage with supporters that has grown our online followers to over 200,000 as well as a vibrant and active business community regularity attending our Legends events.

As such as the going gets tough, it's important to stand and be counted.

To ask for your support as we internally support the owners, the manager, the players whoever they may be. We support the fans.

Believe it or not, we all want the same thing. Stefan and Edin, Simon, the players, staff, sponsors and supporters. We want to win and be successful.

We all have to play our part in that in whatever way we can. If we win on the pitch, we all win.

While a play-off spot now seems improbable it's far from impossible.

A win at Blackpool like our win over Gillingham may prove to be the shot in the arm we all need.

Who knows what affect that can have. I believe.