Understanding the Recruitment Pool
In analyzing the pool of men on campus, three types emerge. First is the 'always join' group. These men will join fraternities with very little effort on the part of either chapters or Interfraternity Councils. These men are legacies, friends of current members, or acquaintances of alumni, and have been positively influenced on the benefits of Greek affiliation. This pool, however, has dramatically decreased over the past 30 years.
The second type is the 'never join' group. Men in this category philosophically do not agree with Greek organizations or have no interest in campus involvement. No matter what the chapter or IFC effort, these men will not join the Greek community.
The third type is 'maybe join' and on most campuses, is the largest group, potentially 30-60% of the male population. These men do not have complete information on the Greek experience, nor do they have positive acquaintances in chapters.
When fraternity men develop individual personal relationships with these men, fraternity is no longer an abstract concept but an organizational opportunity with a name and a face. These men generally don't seek Greek mambership, but many are ideal candidates for membership. The IFC and chapter recruitment effort must be personal, one-on-one, and active. These men will gain a favorable impression of Greek life only through meeting current members; a publication will not cut it.
Public relations is important, but recruitment goes beyond it. A publication or video will raise awareness about fraternities, but fraternity members, themselves, engaging in everyday dialogue with these 'maybe joiners' will create friendships that produce new members.
Nothing else will accomplish that desired result as simply ... or effectively.