Still didn't write this.

"It like when you buy a drink for someone; you may think that it is they who care more about you, since you bought them a drink, but the reality is that it is you who will care more about them, since now you are invested in them. This is a fundamental element of human behavior."

-Patrick Chapin

If people aren't invested in the team in some way, they're not going to care.

Get people invested.