The same as any other group or individual... time, dedication and loyalty. Anything that objectively betters the society you live in rather than dividing it along ideological, racial, political (etc.) lines.
For example, instead of the SF Gay Men's Choir singing about "coming for your children", the optics would have been infinitely better if they all filmed themselves volunteering at a soup kitchen or picking up trash (or human poop... that's an issue up there) or helping the homeless. It doesn't take much and every bit helps.