It's got nothing to do with hatred. Unfortunately PSU fans are inexorably trapped in their bunker mentality.
The fact, the fundamental nature of the criticism here, is that THON/Four Diamonds, etc., is specifically constructed so as to disallow transparency.
Here's the easy fix - change all the customer-facing materials so that they read, simply, "All funds benefit the Penn State Hershey Children's Hospital".
That, per the various institutional constructs as supported by all the financial statements, is the simple truth.