Who do you want as new members for your fraternity/sorority?
Anyone? Everyone? Average students? Only men with a 3.5 or better GPA? Women interested in supporting the success of Asian students? “High quality guys?” First-year students? Eagle Scouts? Individuals who exceed your written, measurable selection criteria?
You get to decide who you’re targeting. And you can decide whatever you want. If you evaluate most fraternity/sorority marketing, however, it seems to be targeted to either “anyone who will listen,” or the lowest common denominator (read: sex, beer, party, TFM, croakies, bow ties, glitter, etc.). We’re better than that. In fact, most Greek leaders we talk to WANT the highest quality students on campus.
GREAT MARKETING strategy can help you aim your messaging — whether that’s direct mail, posters, t-shirts, email campaigns, tabling, social media efforts, special events, or whatever — right at the people who you want to actually recruit. Great marketing strategy, in fact, can help DRIVE LEADS to your fraternity or sorority that are already qualified. It takes thoughtfulness, effort, and preferably some market research, but that’s exactly what we know how to do. Here are 10 questions/challenges to help you think of marketing ideas that would be more targeted to the people you ACTUALLY want.
- Write down three totally different profiles (fictional) of your ideal member. Ask 3 of your fellow leaders to do the same. Discuss the similarities and differences.
- Write down 10 characteristics of your ideal members.
- Ask your top 5 members, who didn’t want to join before they came to college, what they were hoping to gain from their college experience before they learned about fraternity/sorority.
- What do the most academically driven students on your campus care about? Where do they hang out? How do they spend their time? How could your organization make their day, week, or life better?
- What do the most values-oriented students on your campus care about? Where do they hang out? How do they spend their time? How could your organization make their day, week, or life better?
- What do the most leadership-oriented students on your campus care about? Where do they hang out? How do they spend their time? How could your organization make their day, week, or life better?
- Describe 5 “types” of students on your campus that your fraternity/sorority doesn’t normally spend time with.
- What would a 3.75 GPA varsity athlete who is passionate about their faith and has a part-time job get out of your organization?
- Review your website, brochures, posters, postcards, etc. — what would high performing students NOT care about?
- If your founders showed up on your campus today to start a chapter, what would be the first three places they’d look for qualified candidates?