Now I am suggesting this as a Non-PVPer, I don't PVP because I tried it and didn't find it a huge amount of fun. And for me the problem is we only have one type of PVP, so it's Hobson's choice.
The Suggestion
As well as the larger scale campaigns, lets have smaller scale ones that last for a ten to twenty minutes. They would be limited in size, maybe the size of a town/city, and only let a limited number of players in, lets say between twenty and thirty per side.
They would have some objective, like directing a magical power source at your faction's ritual, winner completes the ritual creates a tactical advantage (like a 24 hour buff for one stat for participants).
Obviously these mini-PVP campaigns couldn't be set as home campaigns, and would just be to tempt non-PVPers into PVP. And we could still get PVP Faction points (but at a reduced rate).
People believe what they either want to be true or what they are afraid is true!
Wizard's first rule
Passion rules reason
Wizard's third rule
Mind what people Do, not what they say, for actions betray a lie.
Wizard's fifth rule
Willfully turning aside from the truth is treason to one's self
Wizard's tenth rule