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Have you tried an incentives program?
Such as...give people a rebate on dues if they achieve high grades (whether you want to assign a number to it, or make it based on Dean's List, etc.). We give rebates to those who are on Dean's List, and it's helped our GPA stay pretty well above the All Men's/Fraternity average for a while.
If you wanted to, you could also put social sanctions on those who don't meet grades. I've heard of that working at some places. It would be kinda a "Don't make grades/no play" type thing.
Collin
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