I don't really see how it's a problem, other than for the people who can't afford to donate anything.
But then, it's like everything else, right? I'd love a 60' yacht, but I can't afford it. I mean, I've been sailing for 30 years... I'm loyal to the sport. So why can't somebody just give me a really big boat?
While your characterization is correct, I think you are missing the points of the complaints. This is about the "feeling" that these long time fans get when bumped to further and further lots. Since they are expressing their feelings and disappointments it is perfectly valid.
The real question is, does it matter to Rutgers Football and Rutgers in-general?
Answer: No... not really. Here's why:
1) If they cannot donate enough to keep their lot.. how much could they be donating to football and Rutgers?
2) If they could have donated more but chose not to, they can correct that and reclaim their seats and lots. The people who do that are not complaining... they understand the game.
3) Can their disappointment spread and infect those that can donate enough to keep their seats and lots? No.. I don't think so.
As I expressed earlier, the only potential threat is coupled to Rutgers Football on-field failure. If they fail badly, and the monied people flee.. then this could be a problem because Rutgers will not be able to repair their relationship with these people who cannot donate enough. If that problem arises we have bigger problems... someone above replied suggesting a stadium full of these old people who do not donate enough is not exactly exciting enough for him to want to attend.
The donations being encouraged and demanded are to be used to build the program, make it more competitive. Something, if done well, will actually grow the need to donate more as ticket demand rises. As long as winning goes hand-in-hand with demand for donations, Rutgers Football should be fine.
But today it is purple lot people being moved to black who are disaffected. Oddly, if Rutgers Football is successful, it will soon be yellow lot people forced out to blue.. and beyond. Sure some of them will ramp up donations to keep seats and lots.. but I think at some point Rutgers has to consider who is more likely to remember Rutgers in their wills.. some new blood who just wants a hot ticket when Rutgers Football is hot.. or some lifetime fans who donated moderately for half a century?