I can relate to this. I remember last year a close friend of mine moved away but I decided I would continue to make the effort I usually did despite the distance. I put together a big box of presents, all stuff she likes. The box was so big it cost almost as much to post it as the actual presents. I wasn't expecting to receive anything in return on my birthday, I just like making an effort for people on their birthday.

Anyway she got the package (the tracking info showed it had been delivered) but I did not get a thank you EVER from her. She did not even mention it. My birthday rolls round I do not even get a Happy Birthday text. Friendship was pretty much over then for me.

Now the effort I put in is completely reciprocal based on the effort I get from other people towards myself. I find it's better to do this than be continually disappointed by people you think care about you but actually couldn't care less.