We have to drive all categories of membership. Obviously the more money the better, but MCC members are a good target to boost our membership. I don't think membership fees are the only bonus of a high membership tally, so the more the merrier.
I totally agree.
Regarding your $30 idea, the $40 MCC/MFC membership already exists (I'm unsure if you were already aware of that), so if you think your card idea is going to drive sign-ups, perhaps it can be incorporated into the existing low-fee MCC/MFC membership.
I think it's easy to sit here and say 'hey, you're already putting in $500+ for your MCC membership, I can't believe you don't pay an extra $40 for an MCC/MFC associate membership'. However, everyone has to have a limit on spending somewhere, and as you've acknowledged, many of the lapsed members that were contacted cited financial issues as the reason for not renewing.
I'm not saying that people shouldn't sign up, but what I am saying is that it's easy to judge. I agree that it'd be great if more MCC members who supported the Dees signed up, but I'm not going to crucify those who can't/don't.
PS. Rather than a $165 '11 game basic', the step up from the $40 MCC membership is the MFC/MCC premium membership which is ~$150, and also includes a juniour membership (as mentioned above).