I think it has to do with how connected they feel as an alumni. Do they still feel a part of the school's community? I think old school obligation is an ineffective form of motivation in the long run. "You want a better program, then you better put your money where your mouth is!" People leave organizations that primarily rely on obligation and guilt. People can say "It shouldn't be that way, they should just all think like me and donate" all they want, but until they start listening to what is said by those who are not donating, no progress will be made.

Little perks, experiences, discounts, tokens are not about the monetary value. They are about generating good will and making people feel good about their decision to donate. Out of staters see a big perk being given to in local people in the form of season ticket purchases. Can the school do something that appeals to the out-of-staters in lieu of season tickets? They are not weighing the cost of their donation against the monetary value of the perks. The perk could cost the school very little, but mean a lot to the donor.

We have to get beyond the guilt and obligation approach, it doesn't work long term in any organization. Instead make people glad they are part of the community, even if the football season sub-par or they disagree with the coach or conference affiliation. Give them hope too that the school is just as invested in the community and athletics as they are.