* **ignorance** is when knowledge has been presented and is not being considered or being acted upon: emphasis on "*ignore*." this is not a passive state of mind - the information is actively being ignored. 

* **apathy**: a- "without" + pathos "emotion, feeling, suffering." great action manifests after knowledge has been understood and coupled with productive emotion, such as the courage to act. action without faith may not create much good, as it may be a feeble action, with no "heart/love/care" backing the action. 

these are great words to describe no-coiners! perhaps something they really care & know about can be leveraged harder. it's different for everyone; one must study the no-coiner hard, in order to get him/her to care and to stop ignoring knowledge.  