This deals with Pushing People, De-pushing and of course Activeness/In-Activeness plays a part.

Obviously pushing people as rewards for their hard work is key to guilds. Don't try to play favorites.
Let their work speak for themselves.
You may not want to push someone because you don't like them, but why'd you let them in your guild in the first place?

Now there may be sometimes the crew (See Crewing up) does have to step in when situations like when you're trying to push someone and they go in-active.

My personal case in EEW, I was pushing several people and they go in-active, and more and more people went in-active.
There were already people involved in storylines, so I didn't want to change what they had to put a few titles on them. I improvised.

I post 'Roll Calls' for that very reason, and I post them a month ahead of time.
If people can't be bothered to post a simple message saying
"I'm going to be there" in the time span of a month, then I can't be bothered to put them in a match. (Applies to Month Long Guilds)

At least that's my personal opinion.
I don't de-push anyone for the sake of titles.
What happens to me is when I do push people go in-active.
I've never de-pushed a person unless they did go inactive, or were just horrid when you know they can do better.

I try and give everyone a fair shot, and when I book I try to book people with active people.
Ultimately its up to the participants in matches if they want to be active though.