Being involved in a few local mikvaos, I can tell you that What Daas Yochid says is exactly how it works. Mikva fees do not cover costs. Donations fill the gaps. They charge what they can and they’re still not making money. So when they have a captive audience, they try to reduce that gap. Also, as a followup to Joseph, where I live, if you buy a regular membership for either daily or weekly use, the Erev Yom Tovs are included, even ERH and EYK.
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