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definately look for positive ways to reward people for attending events. for example, if you institue point system based on gaining access to things, people will be more likely to come to things. you could say that people who gain a certain # of points get a discount on formal tickets. if you accumulate a certain number of points per month, you get a "get out of meeting free" card (so when someone is stressing about a big test, she doesn't get in trouble for missing a meeting). at the end of the semester, the entire chapter puts on a special dinner for the 5 (or whatever) people with the highest total points.
in order to discourage people from not participating at all, make a limit of points per month you need to have to participate in social functions. if you don't have x points, you don't go to that social with AAA fraternity....
i would also suggest creating a realistic list of things that are mandatory, things that you are strongly reccommended to go to and things that are optional. depending on the number of members you have, you may be able to hold, for instance, 2 philanthropy events per month. People choose one to go to at the beginning of the month and if they want to go to both they can earn bonus points. that would also help people who may need some points get them!
if you would like more suggestions, please pm me. i create positive reinforcement systems to increase appropriate behavior for a living. i would be more than happy to help you!
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