The key is to reach out to people and be there for them when they reach out to you. While it is true there is much evil in the world, it is also true that there is a vast reservoir of goodwill out there. Tap into that goodwill and you will have accomplished something important.
Associations are the best sources of specialized information on a wide variety of topics.
Almost every industry and occupation has a trade association. Seven out of ten Americans belong to at least one of them. Make your site sells with real bargains. Everyone loves bargains. Shoppers will flock to your site if you can offer quality branded goods at deep discounts.