Here's some random shit I thought about while at work. Don't know if any of it is in-line with what the brain trust wants, but if you throw enough shit at the wall, something is bound to stick.
Main monthly giveaway: a new release. Highest rank for non-admin, maybe even non-TD members. Ranks would need to be reset monthly for a fair shake. Should attract newer players, make them come back. Should also entice some of the non-member regulars. I'll pay for the game myself if I have to. Have it featured on the MOTD, as well as the site.
Side giveaway: Highest total kills with a random-never-used weapon. Open to everyone on the server. There's enough weapons and skins in this game to keep this going for awhile. Second place could get a key to a crate of their choosing or the current operation. Rotate an ad through the chat once in awhile, keeping it short.
The MOTD could be altered, slightly. Showing a splash page linking to the website, while showing any giveaways and some basic rules. Move the ad to the bottom or have a smaller one on the side.
Some ads could be rotated through the chat. Nothing too frequent, but every once in awhile. Just not enough to be annoying. Just to recommend things like visiting Darkly.ca, adding the server to the favourites, or suggesting people to nominate something for the next map, instead of thewhaleman manually reminding people. This could cut down on some of the random maps the server suggests. Maybe even a reminder that Friendly Fire is ON, so I don't get stabbed coming out of spawn by a retard that doesn't have a clue.
At some point in time, this was more thought out... but I'm just home from work. I may have also forgotten something, I'll edit if I remember anything.