Chris, I think there are a few reasons why the response is slower this season, recession, other appeals ( Pakistan recently) and I would guess that a lot of people naturally think that because we have a 'millionaire' at the helm, this sort of thing may not be necessary.
I spoke with a family on Sunday who have started to come to games this season ( young lad had originally come with his school ) and talked Mum & Dad into taking him to games and they appear to be hooked ! Now, they also bring along their 2 daughters and so far are having a great time irrespective of the loss on Sunday. They are choosing what games to attend due to finances, but Sunday alone cost them in excess of £80.00 ( tickets/food/programme/travel cost etc) and they make allowances for this in other ways. Personally, I used to sponsor players for a couple of seasons ( many moons ago and that was it for me). I actually spend a small fortune as it is in attending games ( last year in excess of £3500) and feel thats as far as I want to go, I'm sure others have their reasons too, but good luck in getting 40 involved.