it's not that they don't care, but when you only have one strong team in the conference, Memphis, you can't accommodate everyone and have Memphis only play road games on Saturday so the other schools can have more people available to come see them play. Memphis has fans too that also have jobs and would like to see them on weekends as well.
if you really want to see SMU succeed, buy tickets and show up, or make sure your tickets are used for every game. money is one of, if not the, most important things for an athletic department. however, fan support is also important! show up, be loud, and wear school colors. recruits see this, or they watch tv and see empty seats.