With most gamers, they'll start off as the do-gooders. When a quest is presented to them, they will follow it, not unlike a dog after its master. "Oh, these people need help? Well, I am a selfless soul, so I will aid them, no matter how much danger it puts me in."
Ten, twenty levels later, those same idyllic souls have become bitter and jaded. The only way to get them involved is if you make it interesting for them. And by interesting I mean lucrative. Old-time gamers won't stick their characters necks out for everything. You have to give them reason to care. Money works best.
 
    

When evil spreads across the land, and darkness rises and the monsters roam. When the creatures of the night make beautiful music, and the things that go bump in the night go bump with greater enthusiasm. When the world is in peril and is in need of a hero...

These guys are, sadly, the best the world can hope for. These are the adventures of the heroes of CVRPG. They mean well, they try hard, and occasionally they do the impossible...

They actually do something heroic.