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Well, I come from a small school with a rush that is just as huge (percentage-wise) and just as competitive as the big state schools. (See the thread Rush at Washington and Lee) Part of this stems from the fact that people who want a great liberal arts education and strong Greek life flock to the school.
Another thing is--every freshmen hall is automatically assigned to a Rho Chi. The Rho Chi holds informational rush meetings even BEFORE registration for rush. She'll get the hall together one night for pizza or something, invite everyone to come, and will just talk about how much fun rush is and how it's a great way to meet upperclassmen (because of rush rules and deferred rush, often hard to do at our school). By the time of registration there has already been a meeting or two and most women are getting sort of curious at least... The Rho Chis do a great job of presenting rush as fun and overlooking some of the stressful and competitive qualities of it... Mainly because very few woman are cut from all of the houses in rush; it's pretty easy to find a place if you are truly dedicated to it....
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