If the participants believe in the project, motivating them to participate is axiomatic. The problem is with many scummy ICO's floating nowadays it is very difficult for forum members to discern which is legitimate and which ones are scams. I always choose the projects I promote carefully, because I will hate to discover at a later date that they are a scam, and I helped promote them.
This is a great point, indeed, but how do you understand that the project is a scam? Is it just a gut feeling or a number of bullet points you might share?