My entertainment dollars can be better spent elsewhere for a better return:
- If I pay my monthly for Netflix there's a return
- If I pay a lump sum, I can go bomb down a hill out West in skis
- If I pay more, I can travel and hike in Italy

In this digital age, we are all forced with comparisons because there are too many options and better alternatives. See: game attendance

Furthermore, you're criticizing the wrong people; they need to target those who don't donate.

And yes, because I'm bound to get a snarky reply, I donate and have been donating to the Hokie Club.