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Offer incentives and giveaways (e.g., fraternity swag, a book scholarship, etc.) to get people excited about attending and promote. Make is a positive thing; tell them it is mandatory and part of their membership obligation and you're offering all these cool things to get people excited about being there.
Don't see how you can get away from fining, as it seems that missing attendance at required events means that members must be penalized. You could have them do additional community service or some other chore, I suppose. Talk to your advisers and consult your bylaws.
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