There has been a lot of talk about how in order to compete with the big boys we need to step up our donations. There has also been talk about how the younger generation needs to step up. Completely agreeable on both fronts.

Two weeks ago I made my first ever donation to the Hokie Club at the silver level. I received an automated receipt via email, and then nothing....I began to wonder "why haven't I received just a simple thank you for your donation." After two un-returned voicemails into the Hokie Club and one fairly curt email, I finally got a call back. The employee was polite yet patronizing in saying "that is the way it worked" and that I would receive something in snail mail in the next few days. They couldn't even muster up a thank you over the phone, even after repeating multiple times that's all I really wanted.

Now I'm not looking for a butt kissing or a bumper sticker. Truthfully all I wanted was a thank you, or some sort of gratification. Like it or not we live in a digital age. The younger generation barely ever uses the snail mail and we're people interested in instant gratification. Again, like it or not, that's the way it is. If the payment collection system can send an automated receipt, then why can't I get at least a form email saying "Thank you for your donation, it's very much appreciated". I'm sure other institutions send out form email's as a thank you.

Bottom line is this. If the Hokie Club expects to attract first time or repeat donations from the younger generation then they need to include at least a form email thanking them for the donation. Donators should feel satisfied and appreciated for their contribution of hard earned money. I feel neither.