I seem to remember the Club getting a lot of criticism for letting prisoners work in the ground on a day release scheme. It made the front page of The Sun. I think they were convicted murderers if I remember correctly. The Motherwell brand took a bit of stick for it but I saw it as a positive thing for us to be doing.
I know the players and manager are always doing hospital visits and charity stuff, they're never out the Wishaw Press. If you search on this site I think the Club were praised for their involvment with a fan who recently passed away from cancer, they had his memorial service at Fir Park. I think that is an important role that the Club plays.
We got a bit of good press a few years ago when a wee boy wrote to all the SPL clubs saying he was looking for a team to support and we sent him free tickets so he became a Well fan.
As far as fan loyalty goes I think Community Work is very important, the Club have to be out there contributing to the community who in turn hopefully support the team. Its important especially in Scotland that the Club get the attention of the kids as early as possible so the Old Firm don't get their nasty claws into them.