EDIT: Regarding the first key point of this.... A lot of players who have left to start guilds end out losing out on it. It's not like it was in 09-10 when a guild outside the top 200/250 could indiscriminately kick people over trivial things and there being no problem finding 5 more who would want in on the guild. (Funny how advertising FS was still going on back then...)
That and there's a HUGE difference between making a guild, and making one whose goal is to claw to or towards the top. It simply can't be done alone.
Also, a player's reputation and relationship with other players is key. Only certain kinds of players will join a guild that is surging towards to top if it's leadership has less than a good outlook within the game community.
If one lacks the resources to surge upwards at a rapid clip it takes a genuinely considerate environment that encourages members to feel free to seek to address concerns and ask questions in order to ensure as much of the membership as possible has a clear idea of what is going on in the guild.
Keeping promises is key. Best way to ensure this is done is to not make promises you might not be able to keep. Making modest comittments while still stating goals you seek to aim for is the best route I think for someone seeking to start a guild and as well as one wishing to advance a guild they play a key role in.
Stating comittments that one can see occurring in the short term with ease is preferable to things dependent on maybes/ifs reliant on other people one thinks will join but have yet to do so. I can't count how many times I've sought out recruits last year who ended up going to a flashy guild ranked above us.
Also. Don't give preferential treatment to players simply because they are of a high level/upgrades. Stay consistent to how you do things with other guildmembers. Long term, those existing members who are active and motivated to be a part of your guild will be key to what you do as a guild. Do NOT forsake loyalty for short-term gains. A player who left one guild to join yours who has conditions upon joining very well could up and leave for another with fancier gear/etc to play with.
But anyhow, just my bits on it all.
Edited by Gutie, 30 April 2014 - 01:12.

Are you active? Enjoy playing FS for fun and striving for lofty goals? Looking to join a guild that invests in itself and seeks to improve and grow in all aspects of the game?
Secret Alliance can be your home in FS! We are looking for active, motivated and driven players who have a passion and genuine enjoyment of FS to join us as we continue to rise towards the TOP! If interested feel free to send me a PM.
SA is also looking for one or two guild mergers INTO SA. Feel free to ask for details.