I've been thinking more about this. Without upending the current system completely:
I think it's important to introduce a sense of agency to this game. The faction leaders have a certain say in decision-making, but it's largely a landslide process. The way the multipliers work, there's absolutely no point in endorsing any other location than the dog-piled one. For the normal player, there's no point in endorsing a location that isn't leader-sponsored, because then your bux are going towards what amounts to /literally nothing/. The driving theme here is that the pot is too big. There's no feedback - cause and effect - and there's no decision making - dogpile or be worthless.
So how do we introduce a sense of agency and purpose? How about a system where each sub-territory has a number of "ship slots" that pilots can commit to when they join an Alliance lobby? Crew gets to decide where their points go as well, but coordinated ships and lobbies are rewarded with a tasty multiplier. Once the crew is disbanded the "slot" they occupied to assail/defend a territory is up for grabs. This way, ships and lobbies can be coordinated so that players can work towards a unified goal and receive visible and social feedback for their effort.
In the "World" view, the players working towards specific goals are displayed like a large team of active ships. This pulls the Alliance GAMEPLAY to the foreground of the world view, showing important details like "oh, that likeminded ship needs help" or "this area is saturated, I better deploy somewhere else." This also creates a social /narrative/ beyond "oh, those guys in discord all chose to go here so I guess I should too..."
A system that only accounts for active players of Alliance also gives a bit of wiggle room to shrink the pot, making a good session with faction-mates feel worth something. At the same time, you'll know that some other group will be working to serve up a cold world for you while you're gone.