Universal Truths Unmasked About Fraternity/Sorority Growth Following COVID-19

by Matt Mattson

When COVID-19 hit and our fraternity and sorority world went “virtual,” a lot changed. Especially related to the way we grow. Our efforts to do marketing, promotion, recruitment, intake, and new member onboarding were all shaken.

But sometimes when you shake a thing… if you shake it hard enough… the excesses can fall off, and you’re left with all that really matters.

That happened in 2020 to sorority and fraternity growth processes. Our team was there alongside communities, councils, and chapters as they pivoted, adapted, and prioritized the things that truly mattered. We spent thousands of of hours on Zoom this fall with countless campuses, chapters, council leaders, alumni groups, headquearters staff, and individual members. We heard their frustrations and felt their hope. We watched this group of sorority and fraternity leaders emerge as heroes who saved our industry. While the industry experienced membership loss (likely more than 20% fewer members joined this fall than last year), we also watched an industry respond quickly and deftly.

After it was all said and done, we could see what really mattered.

If you look at the way fraternities and sororities (from all councils and umbrella organizations) attracted, selected, and secured new members in the fall of 2020, you’ll see four universal truths emerged. The following are four general themes that our team consistently saw this fall.

Meaning and Value
If a chapter’s only value proposition was in-person social events, they struggled. If there was real meaning and value beyond “fun,” the chapter was just fine. For instance, most NPHC inter/national organizations are reporting increases in year-over-year membership and that success is being attributed to increased relevance in a year where injustices against Black Americans were in an especially bright spotlight. Meaning matters. Chapters that knew their answer to a question our staff asked often, “What are the top 10 reasons it’s worth it to be a member of your organization despite being in global pandemic?” were able to adapt easily. Those that struggled with that question felt real pain. Fraternities and sororities must connect to a value proposition that is timeless, specific, undeniable, and that doesn’t depend upon face-to-face big events. It is likely that our world will continue to evolve in multiple ways that will make face-to-face experiences less and less typical.

Access and Frequency of Contact
Chapters that found creative ways to find non-members, contact non-members, and follow-up with non-members were able to respond to the challenges presented by COVID-19. Many chapters, unfortunately, had depended for a long time upon face-to-face on-campus experiences organized by the institution or council to lead potential members to their chapters. Fraternities and sororities need two simple things for chapter growth to happen, and new creative ways to accomplish these things have to be contiually developed: access to and frequent contact with non-members. After all, “you can’t recruit who you don’t know,” and “people don’t join organizations, people join people.”

Connection and Trust
Your flex doesn’t play real strong in a Zoom room. A universal truth we found demonstrated over and over on campus after campus was that the “big dog” chapters that used to “win” recruitment season with size, fancy houses, and other things that are “impressive” on the surface struggled, while chapters that focused on building authentic connection and deepening trust between prospects and members succeeded.

Systems and Consistency
Some chapters are organized. Some chapters have a repeatable system. Some chapters have excellent technology infrastructure in their growth processes. Some chapters do excellent officer transitions. Those things all sound kind of boring. And those are the things that made chapters successful. Fraternities and sororities that remember “systems outperform and outlast temporary talent every time” were successful this fall, while the fraternities and sororities that depended on having a really cool member in charge of growth struggled.

As you walk into the next season of growing your chapter, please focus on these universal truths. When our growth processes were shaken and all the glitter and flash and fluff fell off, we are left with these universal truths.

Phired Up’s Welcomes Three Growth Consultants

CONTACT: Branden Stewart

Carmel, Ind. – Phired Up is excited to be expanding our team once again with the addition of three new Growth Consultants this summer. Each consultant will provide education and training to our clients, and will be available beginning this August to work with chapters and communities across North America. LaShatá Marie Grayson, Lindsay Ollis, and Karli Sherman will be joining the team in part-time capacities as they continue their full-time professional roles.

“We are strategizing with communities and national organizations daily. Now is the time to work together to create a new future for fraternities and sororities by transforming the way people join,” said Phired Up’s Assistant Vice President, RJ Taylor. “I am excited to welcome these talented, growth-minded professionals to our team as we continue to encourage and assist as many in our industry as possible.”

 
LaShatá Marie Grayson graduated from Southern Illinois University Edwardsville (SIUE) with a Master of Science in Education degree in College Student Personnel Administration, a degree in Management, a specialization in Event Management and Tourism planning and development. She is currently wrapping up her graduate assistantship in Fraternity and Sorority Life at SIUE. She specialized in teaching students in and out of the classroom and creating programs and events.

“I am excited to be part of a team that impacts students and truly pushes them to the next level,” said LaShatá Marie. “I love and believe in the work of Phired Up. It is truly so wrong for Phired Up to be so dope. Phired Up is one of the best out there for advancing fraternity and sorority, and to be able to be on a team of change agents is life-changing for me.”

LaShatá Marie is a former special education teacher and program coordinator for the charter school system. In her free time she volunteers for the Association of Fraternity/Sorority Advisors and the Association of Fraternal Leadership & Values. She has served in a state leadership role for Delta Sigma Theta Sorority, Inc., and delivered national leadership programs and facilitated discussions around identity development, recruitment, values-based programming, and leadership development for local, regional, and national entities. LaShatá Marie enjoys doing CrossFit, spending time with her family and sorority sisters, and writing on her fitness blog in her free time. She loves volunteering in her spare time to help her undergraduate chapter foster sisterhood and programmatic efforts. She also enjoys trying different vegan restaurants and running.

“I’m so excited for LaShatá Marie to join our team because I absolutely love how authentically passionate she is about the fraternity/sorority life experience and making a positive impact on students’ lives,” said Haley Cahill-Teubert, a Phired Up Organizational Growth Consultant. “She’s such a bright light and I’m looking forward to working alongside her!”

 
Lindsay Ollis joins the team as a graduate from Auburn University with a Master’s of Education in Higher Education Administration. Prior to graduate school, Lindsay attended the University of North Carolina – Wilmington and earned her Bachelor of Science in Business Administration – Accounting. She currently serves as the Coordinator for Greek Life and Panhellenic Advisor at Auburn University, where she previously worked as the Panhellenic Graduate Advisor during her time in graduate school.

“I am PUMPED to join the Phired Up team because who wouldn’t be?! This opportunity will allow me to continue my professional goals, while collaborating with key industry leaders, students, volunteers, etc.,” said Lindsay. “I am passionate about igniting innovative, bold, and courageous ideas in order to create the future of fraternity and sorority life, this opportunity will put me in the position to do this on a larger scale!”

Prior to her time at Auburn, Lindsay served as an Educational Leadership Consultant for Alpha Xi Delta National Women’s Fraternity. She continues to volunteer for Alpha Xi Delta, in addition to volunteer roles with the North-American Interfraternity Conference as a UIFI Facilitator. When she’s not working or volunteering within the industry, Lindsay enjoys reading, socializing with friends, attending church, participating in her young professionals group, and watches the Real Housewives (Bravo Reality TV is her jam).

“Lindsay has experience, perspective, and a peaceful but strong presence that will connect incredibly well with so many of our clients, said Matt Mattson, Phired Up Co-Founder and President. “I’m so excited about the impact Lindsay is going to have as a Phired Up educator and strategist; our industry needs her voice!”

 
Karli Sherman is a native of south Louisiana and is a professional speaker, educator, and event manager. Karli believes in programming with a purpose and challenging the process to help groups, companies, and individuals grow, learn, and create robust experiences. Karli is an alumna of Florida State University (Master’s in Higher Education & Student Affairs, 2013), and the University of Louisiana at Lafayette (Bachelors of General Studies in Arts and Humanities, 2008).

“I am thrilled to join the Phired Up team, and I’m ready to shake things up, challenge the process, and have some fun!” said Karli. “It’s time to level up and get more awesome, yall.”

Her areas of interest include unique event management, college student development, organizational membership recruitment/retention, diversity & inclusion, leadership coaching, musical theatre, and glitter. Karli is involved with the Junior League of Lafayette, travels internationally as a Recruitment Ambassador for Alpha Omicron Pi sorority, and represents the Kiwanis Club of St. Martinville, Louisiana as the reigning Ms. Pepper Festival Queen. She is quite involved with her local community through The 705 Young Professionals organization, the Lafayette Women’s Chamber of Commerce, and is a member of the Leadership Lafayette Class XXXIII. Karli is active in her Catholic faith, live theatre, and voice acting, and is a dog mom to her 3.5lb maltipoo named Pixie.

“Karli brings a new and exciting level of energy coupled with a level of understanding the Phired Up philosophy,” said Hailey Mangrum, a Phired Up Organizational Growth Consultant. “We are all so pumped to welcome her to the team!”

All three new members of the Phired Up team started their role officially on May 1, and will work to train throughout the summer to deliver education and training this Fall. You can reach out to LaShatá Marie by email at lashata@phiredup.com, Lindsay by email at lindsay@phiredup.com, and Karli by email at Karli@phiredup.com.

Viral Videos (And How To Cure Them)

by Matt Mattson

For the past few years I’ve been presenting a program that has either been titled, “Drone Shots & Glitter: The best and worst sorority recruitment videos and what we can learn from them” or “Viral Videos And How To Cure Them” on campuses and at conferences around North America (want me to present to your community? E-mail matt@phiredup.com). It’s the same program, just a different silly title.

*Note: This content is tilted toward Panhellenic sororities, but there are lots of cool examples of non-Panhellenic groups getting into the promotional video game (for better or worse). I’ve included some of those examples below, and all the lessons and principles shared herein are universally applicable to all chapters’ marketing and promotional efforts.

See last year’s version of this post here.

This program has become one of my favorite things to present. And every year, a whole new batch of sorority (and fraternity) videos is ready for review and reflection.  I’ve learned that these videos really get people worked up (and not always in a good way). I offer these videos for your review and ask you to keep an open mind.

As you’re watching, consider the two questions I ask all my audiences to consider as they’re watching these videos…

1. In what ways does this meet the needs of a results-focused MARKETER? Will it help the chapter succeed at recruiting (based on their audience and chapter values)?
2. In what ways does this meet the needs of a values-focused SORORITY/FRATERNITY LEADER? If you watched this right after a sisterhood/brotherhood/siblinghood/fellowship retreat or ritual ceremony, would you feel proud?

Let me share two videos, and then check out some tips and lessons… then MORE VIDEOS!

Before I move on, let me say this clearly… I LOVE ALL OF THESE VIDEOS. As a marketer and as a values-based fraternity/sorority professional, I think these videos are truly amazing. There are three big reasons why I love these videos.

1. IT TAKES GUTS TO MAKE THEM. Each of these videos was created by a college fraternity/sorority leader (or one led in the execution of the production). Each of these videos was shared publicly on the internet. Each of these videos will almost certainly be ridiculed by someone — internet trolls, other chapters, and probably some shallow members who don’t appreciate the guts it took to lead this project and bring these videos to life. So, to you brave souls who created these… YOU ARE AMAZING! I admire your courage and your art.
2. SORORITY/FRATERNITY (AND RECRUITMENT/MARKETING) IS COMPLEX. It is incredibly difficult to balance the voices of your Greek Advisor, senior members, recruitment advisor, and the group of members who want there to be more bikini shots/party scenes. It is incredibly difficult to tell a story about the integrity, heart, kindness, honor, and beauty of sorority/fraternity and our members, while competing with the chapter down the street who has a hot air balloon and the captain of the football team in their video. It is incredibly difficult to make a high quality 2-minute video that gets lots of views while also showing the depth and nuance of your members.
3. THESE ARE TRUE EXPRESSIONS OF VALUES & WINDOWS INTO INSECURITIES. The idea of sorority/fraternity is recreated everyday in the real lives of its members. Today’s undergraduates are different from those who have come before them. They care about different things, they live in a different world, and they have new ways of living out their values. These videos are real, they are today, they are now. These videos are also excellent windows into the insecurities and struggles of modern students — and there’s nothing wrong with that. As college-aged women, in particular, struggle with body-image concerns, mysogynistic cultural norms, a desire to fit-in and be liked juxtaposed against a desire to be authentic and true to themselves, and all sorts of other incredible challenges in today’s world, they’re trying there best to demonstrate confidence, pride, and passion for their organization. These videos truly are amazing works of art if you know and understand sororities/fraternities like we do.

With all that said, check out a handful of our other recent recruitment/promotional videos. Ask yourself the two questions we listed at the beginning of the blog as you enjoy each of these videos.

After you’ve watched these three, scroll down for our top 5 tips to make your recruitment video great!

TOP 5 TIPS TO MAKE YOUR PERFECT RECRUITMENT/PROMOTIONAL VIDEO

1. MAKE IT ABOUT THEM, MORE THAN IT IS ABOUT YOU. Great marketing is about the audience. Viewers (especially the ones you care about most) should see themselves in the video. This isn’t a video to make you feel good about yourself and your chapter, it is a video to inspire PNMs to be curious about your chapter and your members. The viewer should feel right in the middle of the video — not like they’re watching a show about you, but like they’re immersed in their future reality.
2. SAY WHAT YOU’RE ABOUT, NOT WHAT YOU’RE NOT. You know all those videos with sorority and fraternity members writing “I am not a stereotype” on their hands, and then showing it to the camera? Don’t do that. It just reinforces the stereotype. Instead, be about something. Make the video clearly communicate who you are, not who you’re not.
3. EMOTIONS MATTER MORE THAN LOGIC. Do not try to bullet-point your way through the video with stats about how great your chapter is, how many philanthropy dollars you’ve raised, and how many service hours you’ve given. Joining a sorority/fraternity is not a logical decision, it is an emotional one. PNMs decide to join because the members in it make them feel safe, loved, and like they matter.
4. DON’T BE A REAL ESTATE AGENT OR EVENT PROMOTER. Cool house. Neat party. Move on. Seriously. You have more to offer than nice real estate or a great event.
5. BE REAL. SERIOUSLY. STOP FAKING IT. We can see right through our inauthenticity. If you’re not the coolest, hottest, richest, flashiest chapter on campus (and you’re probably not), don’t try to sell that. Show you. People join people. People don’t join perfection (they’re intimidated by it), they join real people. Just like you did. Just like you hope every PNM will. Make your video overflow with authenticity.

Here are some more videos! Binge away! There are all sorts of examples out there. Use these to consider the ways in which the story of sorority and fraternity is being told right now… and think about how YOU can take control of your story. (P.S. Check out some TikTok examples HEYYO… SORORITY CHECK! and YouTuber examples of the way the story of sorority and fraternity is being told in real time today).

(bad language warning for the video below! yikes!)

@serayavasquez

This made our house mom yell at us for being loud! Make it go viral! #fyp #foruyou #UNOirl #holidayhacks #voiceeffects #sororitycheck

♬ Nanana Remix – tiafuentes212

Lots more TikToks here: https://www.tiktok.com/tag/sororitycheck?

Drone Shots & Glitter

I See You, Beautiful

by Colleen Coffey-Melchiorre

I see you, beautiful.

It was a sunny fall day in Nashville when my life changed forever. I grew up in a household that was kind of lonely. For most of my childhood, I longed to belong, I longed to matter.

On that fall day, when my life changed… when I found belonging… when I found a way to matter… I found sorority. I found family.

And I want you to know that I see you, beautiful women. I see you.

I see you. I know college is stressful. You are pushed and pulled academically and socially in so many directions. There is pressure to think and act in certain ways, to be a certain type of woman, to be glitter clad instafamous humans with perfect bodies and perfect lives. There is pressure to make quota and fill total, to get all your reports in on time, to win at life and in all Greek community competitions, to hang out with the right guys and always say the right thing. There is an expectation for some of you to party – but not too hard- and still pull A’s and to be emotionally well enough to never seem dramatic. To be the perfect daughter, sister, girlfriend, officer, employee, student and to have your whole life figured out in 4(ish) years. Not to mention the importance of being the top tier chapter for social and recruitment capital.

I think it’s all just too much to live up to. Some of us exist in a system that’s broken where love happens incidentally not always intentionally and that makes me feel sad.

Sorority should be the safest place on a college campus. The place where you can become who you want to become and reinvent yourself again with the support of your sisters. This should be the place withOUT pressure or worry that you are not enough, the place where family feelings are palpable and love is real and reckless.

I have found over the course of my career that when we love with our whole hearts first, everything else falls into place. The awards, the likes, the quota and total… the winning at life comes from loving each other.

That’s the experience sorority was intended to create – women we can do life with that love us without condition. My blessing of a job is to help you get there and celebrate you when you arrive – what a gift, what a family, what an incredible place to belong. I see you, beautiful ladies and I will keep looking for you for as long as long as you’ll let me, reminding you that all you have to be is YOU and all you have to do is love.