You actually get appreciably more value per dollar at that $3k level than the $100 level. So it's a progressive benefit system (the more you give, the more value you get, up to a point). This is good for extracting lots of money from a relatively small number of people. If you want to increase membership, it needs to be a regressive benefit system (where you get more "bang for your buck" at lower donation levels). I would argue that a regressive system wouldn't cause the big donors to lower their giving, since they will still want (and get) a parking pass and tickets to every game. But a free pair of tickets for a decent game and a parking pass every ~4 yrs for someone that donates $100/yr would encourage thousands of people to join the Hokie club at the lower giving levels, and still keep them engaged with the program. Right now, they see that you basically need to spend $2k+ per year to get any decent benefits, so they don't join the Hokie Club and either buy select tickets on the secondary market or just watch on TV.