So here are the basics:
1. Have quality active staff that will interact with the users. Also there should be constant communication between staff.
2. Be different. You do not have to own a mega spawn or be super fancy. You can keep it simple.
3. Have options. Don't let your users get tired of the server.
4. Advertise to your friends and on sites that are used to advertise servers. There is no shame in advertising if it is in an acceptable place.
5. Have protection!!!! No person in his/her right mind would like losing his/her stuff because of the server not being "safe". If you do not have protection MAKE IT CLEAR!
6. Put together an exclusive. You can either do that by having custom plugins or using existing ones. (I had super potato fights against Citizens NPC's)
7. Have a nice way to collect donations. No one likes being spammmed DONATE!!!!!!!!!!!!!!!! DONATE!!!!!!!!!!!!!!
8. Be mature and be apart of your own community.
9. Know the regulars. They are the ones who will donate. If your lucky you can get lots of funds to improve the server.
10. Put all funds into the server. Do not pocket it.
EDIT: You can get a .tk domain for free
