Going from ‘What If’ to ‘Why Not’ as it Relates to Fraternity and Sorority Life Recruitment
For many fraternity and sorority life leaders and professionals right now, there is a lot of uncertainty surrounding many topics and initiatives. At the top of the uncertainty list for students, it has been primarily fraternity and sorority recruitment and retention. This is a topic that I readily can coach and facilitate on, but with these changing times, I wanted to delve into this topic today.
Right now, industry leaders on this topic and national governing bodies are meeting, posting, and giving lots of resources; and for that I am grateful. Although, for the average FSA (fraternity and sorority life advisor), there is not enough time in the world to sift through all the data, read through all the resources, and listen to a million different ‘guidance’ one-sheets. For many professionals, they want answers, solutions, and realistic ideas, now. I have spent the past few weeks working on a shortlist of guidance and questions for FSA’s and student leaders to use that I feel may guide and help the uncertainty go from ‘what if’ to ‘why not’.
1. Plant the seed now- If you have not already started to work with your council leadership, presidents, and chapters on recruitment solutions start now.
a. Do not wait to start letting the idea set in now that whether we are back in the fall face to face or not, that things will be different. Period. To go back to spending thousands of dollars on tee shirts and new furniture for the perfect party, that is out. Start working with the leadership on the perfect elevator pitches, strong conversation skills, using technology with ease.
b. They will need cleaning solutions whether they are housed or not. How are they ( organizations and physical houses) perceived as clean, setting an example, and providing a safe space?
c. Money, Money, Money! I will leave this here but talk about it more below.
2. Have your students (and your chapters) be part of the solution and not part of the problem.
a. Work together on creative ways to incorporate both face-to-face and technology-based recruitment for the fall.
b. Have a plan before you vote on any changes to recruitment (and maybe a plan b and c)
For example, traditionally your men do formal or semi-formal recruitment in the fall. They have in-person large events typically. We all know this is most likely not going to be recommended in the fall. Let’s get them thinking about a plan b and c., like registration and 365 open recruitment with small groups and individual interviews driving recruitment.
c. The power of positive communication and shared language
Keep using the same language and solution in all your meetings your leadership and those leaders will catch on
d. Do not dull their shine! (for some student leaders and/or FSAs we tend to want quick and easily digestible solutions. Now is the time to think outside the box and get buy-in!)
e. Help guide uneasy student leaders and key constituents that patience right now is key as you are most likely waiting for guidance from national governing bodies, CDC recommendations, and other primary sources, but at the end of the day, our councils and offices will make good/ informed decisions.
3. It’s all about the return on investment if we want to retain who we recruit. I have 5 questions that I think will be helpful in leading a discussion with your councils, chapters, members.
a. Are your councils, chapters, members thinking of ways to lower dues and still provide a quality experience?
b. Are your councils, chapters, and members thinking that social engagement is one of the primary reasons students are willing to pay the high cost of acceptance into these groups and that social engagement might be limited and completely different than their practices prior to COVID-19?
c. How are we using recruitment to sell who we really are and what really comes from fraternity and sorority?
d. What practices are your groups and councils thinking about to retain current members and new members?
e. How are we creating a fiscally responsible, socially equitable, and safe environment for all incoming and current members?
4. Fraternity and Sorority Life will persevere through this if you and your membership are ALL IN.
a. This means all in for the changes, all in for the missteps, all in for the doubts.
b. Perseverance might mean rethinking traditional ways of recruitment and focusing on relationships, community, and retention that ultimately drives numbers up and retention up.
c. We need to start talking dues, budgets, housing costs, and what creates the fraternity and sorority experience.
Ultimately, the community and the feeling of acceptance and connectedness are important to driving affinity in our organizations. Fraternity and sorority are not just social events or in-person events. Fraternity and sorority is a feeling, a connection, a network. Our campuses, communities, and membership can come together to recruit high-quality members as we shift our ways of engagement and look toward an ever-changing environment.
If you are looking for support and guidance right now on this topic or any of my primary areas of coaching and speaking, please do not hesitate to email me, DM me, and connect with me. I hope if you are someone in a position to assist, you are doing what you can as well. Happy Friday!
