BOSTON - As the founder of one of this city’s biggest and best charitable community organizations, Cam Neely runs into Boston Bruins fans who wish he could still get on the ice and help the team return to the Stanley Cup Finals.

On Tuesday, Neely did the next best thing, returning to the Bruins’ front office as vice president.  He will help in the day-to-day operation of a franchise that is looking to recapture its identity.

The Bruins went 35-41-6 last season, finishing in the cellar of the Northeast Division for the second straight season.

In an effort to change their luck and direction, the team brought in a new head coach in Claude Julien and a new front-line goalie in Manny Fernandez.

Neely’s surprise hire to the front office was the third piece of the puzzle that ownership, led by Jeremy Jacobs and son Charlie, hope will result in their first playoff appearance since capturing the Northeast Division title in 2003-04.

Chronic hip and knee injuries forced Neely to retire for good in September 1996 at age 31.  Since then, the Hall of Famer and his wife have been raising their daughter and son, watching them play sports.  His son has just begun playing youth hockey.

“It really runs the gamut from the people I talk with,” Neely said.  “They’re dying to come support because they are (fans). There’s a lot of people involved with hockey in this community. A lot of people grew up watching the Bruins who now have children and I think they would like to get their kids involved with the Bruins.”

Known as one of the most physical players of his era, Neely led the Bruins in goals scored for seven seasons.  In 1989-90, he became just the fifth player in team history to score at least 50 goals, setting a club record by a right wing with 55.

Neely followed that with 51 goals in 1990-91 and joined Phil Esposito as the only players in team history to record consecutive 50-goal seasons.   In 13 seasons, Neely scored 395 goals and 299 assists in 726 regular seasons goals with the Vancouver Canucks and Boston.

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“Obviously, I’m going to try and get as much knowledge as I can,” Neely said.  “The game has changed a little bit since I played.  With the help of (executive and former teammate) Don Sweeney and our scouting staff, I’ll get up to speed with players throughout the league and also in the amateur aspect of the game.”

Julien will have Neely to lean on when trying to teach his players to play a tougher brand of hockey.

“It’s a work-in-progress,” Julien said.  “I don’t think people should expect to turn over in one day but definitely we’ve seen improvement and I think we’re on the right track and it’s up to us to keep pushing in the right direction.

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“I think Cam can definitely help us get there - with his reputation among all players in the organization.”

In January 2004, the Bruins honored Neely by retiring his No. 8 in a pregame ceremony at the TD Banknorth Garden.  On November 7, 2005, Neely became the 50th Bruin inducted into the Hockey Hall of Fame.

Neely understands the franchise is dealing with a disillusioned fan base.

“They’ve gone from being disappointed to mad to wait-and-see and I think that’s part of the process that we’re in right now,” Neely said.  “We need to take the time to show them that we understand what we have to do to get the team back to where we’d like to.  It’s not going to happen overnight but I think we’re all headed in the right direction.”

Neely, along with his brothers and sisters, established the Neely Foundation, opened The Neely House and launched the Neely Cancer Fund, which collectively provide housing and support for the families of patients undergoing cancer treatments and fund treatment and research efforts.

Since its inception in 1995, the Foundation has raised over $16 million.

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