complete the analogy

Rush is to recruitment, as...

In frat boy life, there's a time twice a year that is known to all as Rush Week. In my frat boy circle, it was understood that rush is only two weeks of the school year, but getting the guys through the doors takes more effort than that. Recruitment lasts all year. Kind of like evangelizing for your house, without the Bible-thumping and speaking in tongues. Let the potential pledges know how awesome you think they are and how well they'll fit into your particular brand of popped collar-ism.

So, back to the original question, rush is to recruitment as...

Today is Valentine's Day.

One legend contends that Valentine was a priest who served during the third century in Rome. When Emperor Claudius II decided that single men made better soldiers than those with wives and families, he outlawed marriage for young men — his crop of potential soldiers. Valentine, realizing the injustice of the decree, defied Claudius and continued to perform marriages for young lovers in secret. When Valentine's actions were discovered, Claudius ordered that he be put to death.

The once festival to celebrate love and St. Valentine's devotion to it has become very commercialized in the U.S. It is Rush Week for Hallmark, FTD, Russell Stover's, DeBeers, and all other V-Day corporations that prey on the lonely or the uncertain of how their beloved, not-quite-beloved, or we-just-met feels about them. It is one day of the year for you to show that you care about your significant other. But what gets them through that door?

The other 364 days of the year. The rest of the time that you show you care in whatever degree you do. Whether it's a new romance, and you're still getting to know one another; or whether you've been married for 50 years, and don't need to talk to communicate any more. It's about effort and making it clear that you think he/she/it is the bee's knees, the rad-gnarliest chick/dude ever, the best thing to ever happen to you. Expressing that he/she/it should remain a member of this relationship because while troubles there may be, the commitment and caring and closeness and coalition will carry through.

Rush is to recruitment, as Valentine's Day is to...?