I would say "for Toronto it's all about perception of what the team will be" 2013 sold as many season tickets as 2015 did. If there is no direction for the future, the attendance will fall next year. Last place this year with moves that the fans see as positive (something likely not to happen from this front office as fans usually love the worst of the free agent signings) and the fans buy in the off season.
As for trading Donaldson I don't see that now is the time unless you are blown away and I'm not sure what team would do that. If the Jays are still struggling at the deadline, I see this as the priority of trades.
1. Estrada (should return a Young pitcher...if the Rangers aren't selling should be one of the most interesting rentals available)
2. Goins (should have been a National already...we will take nothing, something, anything. This is just a present for me at this point.
3. Osuna (not a priority but could provide the most return, I don't think he's essential to next year success)
4. Bautista (he wasn't appealing to many in the off-season so how does the current version draw enough in trade to make it worth while to trade him...and how the f*** does a career 130 wRC+ vs. LHP have a 42 wRC+ through 83 PA's this year). Again I don't think the return is there.