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My home chapter does dorm talks -- informal, 30-45 minute discussions with students in the lounges of their dorms. One per dorm is usually enough.
We also have "meet the chapter" which is the more formal rush event. Usually held on a Thursday night, they have the following people speak: Chapter President, VP of Service, Pledgemaster, and Alumni President. Then they serve free pizza.
During rush week in particular, we invite prospective pledges to service projects. We do NOT generally allow non-brothers to participate in service with us as it is considered a benefit of membership, so it's a real selling point for us.
When I was pledgemaster, we had a real concerted effort to recruit students of color -- in addition to dorm talks, we had an event called "Reflections of Service" at the Black Student House. We wanted the chapter to look more like the campus and over the years it worked.
I can't really remember other things we did because "Meet the Chapter" usually works for us.
At a neighboring campus which was rechartering a chapter, we sent students to the main quad on three consecutive fridays and simply passed out postcard sized leaflets about the fraternity. From that initial effort we got 24 rechartering brothers of Zeta Phi Chapter.
If you have a neighboring chapter, see if they'd be willing to help out with such a project.
Ongoing positive publicity can't hurt. Try to submit articles to your campus paper once a semester.
Come to the Alpha Phi Omega forum and introduce yourself!
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