This is a good question. In general, not positive. However, if you want a good example though, I'd say follow Goodman Games lead. The DCC Road Crew is the greatest example of rpg evangelism I can think of. Goodman Games reward judges (gamemasters) that run games in public and advertise on their events page. Judges get swag for themselves and to give out to their players. You can also download the DCC Quickstart on their page for free. Have met many members of the Goodman Games crew, I have to say they are also just super welcoming to their players, new and old.
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