IIRC Hawthorn's memberships are cheaper than other clubs as they play fewer home games in Melbourne with 4 home games down in Tassie. They should have less reserve seat revenue too. Interesting to see despite the raw tallies whether we generate more in membership revenue than they do. 
The club that I think is a upcoming concern for the AFL in the next few years  is St Kilda. Multiple finals since 2004 and 3 Grand Final appearances in there as well and they are down in the bottom 5 even currently below North as the lowest Victorian club. It won't surprise me if they take over selling interstate games from us once we start winning and playing finals ourselves.
pretty sure somebody posted a link not too long ago and we brought in more membership revenue than the dawks last season.
Is there any link to Richmond's?
Here's Hawthorn's:
2011 Membership - 56,643 (including 8,500 Tassie members).
Total Revenue:                       $49,151,009
AFL distribution and prize money 7,682,004 
Membership income                 7,895,676 Match day income                       3,809,441 
Marketing income                      14,576,422
Merchandise income                    3,065,244
Gaming, bar and bistro income   10,057,704 
Accommodation income                  741,654 
Donations and special fundraising    669,558
Rental income - invest. property      374,623 
Other income                                 278,683
http://www.hawthornfc.com.au/Portals/0/hawks_docs/2011_Annual_Report.pdfI couldn't find such a breakdown of Richmond's revenue in the concise finanical report.
2011 Membership - 47,707
Total Revenue:            $34,303,202
Football                        11,992,714
Sponsorship/marketing  17,252,886
Gaming and social           3,410,144
Interest received                149,956
JDF                                   597,502
Punt Rd redevelop. grant    900,000
http://www.richmondfc.com.au/portals/0/richmond_docs/2011financials.pdf