I have a suggestion and it might sound alittle corny, but here goes.
I suggest QL introduce a "Player of the month" contest, that is to continue every month. The players that have done something interesting, something out of the ordinary, or simply have a history of being helpful and nice to others. The community can nominate, vote and help choose the winner. The winner receives a badge in his / her profile, and perhaps wins a small gift of some sort. Could be a subscription, a piece of hardware or anything else you can think of.
It could give players a second goal to go for, something special to achieve. Inspire others, boost the morale, and perhaps even raise the level of respect in this community.
I refer you to my post about respect:
This is something that has been done before, and with success. It was done in Quake2 and 3, and I was involved myself. We made some deals with sponsors, and had some really nice prices. Mouse, new Graphicscard, A game, or other cool stuff.
So I hereby present you this idea, and hope you will consider it.
If you need me to clarify or specify more into details- Just holla.