ST KILDA players have personally phoned every member who lodged a complain with the club about this week's Mad Monday fiasco.

Midfielder Clinton Jones was ordered to pay $3000 to charity after setting fire to a dwarf entertainer's clothes at a South Melbourne venue during the players' traditional end-of season function.

Speaking at the Saints' best and fairest count, won by Jack Steven on Friday night, club CEO Michael Nettlefold labelled the Mad Monday scandal "the elephant in the room".

"I don't think we could move forward tonight without touching on what happened this week and how we are feeling," Nettlefold said. 

"As an entire club this week, we have spent a lot of time talking. There has been lots of soul searching, it has been raw and there has been a few tears. 

"We talked about a club that has gone from 42,000 members to 32,000 in just three years. 

"We can't hide from it and we won't hide from it."

Nettlefold said the individuals involved and the club as a whole needed to take responsibility. 

Saints players filmed an apology video which was sent to all members and posted on the Saints' website on Friday. 

"Today the players came to the club and called every single member who sent an email, to apologise. They were entitled to an apology," Nettlefold said. 

"I'm still recoiling from the emails - some were brutal, all emotional, but many undeniably fair. 

"It's not the St Kilda you want, it's not the St Kilda we want - and we intend to do something about it."