The Fraternity of Alpha Kappa Lambda       

Recruiting the Future Initiative     

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Module 3, Rush vs. Recruitment                                            

Are any of these comments familiar?

The IFC Rush is really unorganized.

The freshmen aren't interested in joining fraternities this year. No one came out for rush.

All fraternities had a bad rush.

Our rush chair did a bad job.

From 1972 until 1992, total undergraduate fraternity membership in the United States increased steadily.  However, after 20 consecutive years of growth, total membership has dropped steadily.  The primary change needed that has been identified for Fraternities to survive is to go from Rush to Recruitment.  It is not simply a terminology change, but a mind set alteration.  This module will discuss the differences and how to start the change in your chapter if it has not happened already.

Fraternity Rush - A process in which chapters participate in a somewhat organized short-term program in which recruits are invited to participate in rush either through the IFC or by attending chapter specific rush events.  The primary recruit involved in these activities is called the "likely joiner".  A person who is already interested in joining a fraternity and generally has the wrong perception of fraternities based on mass media.  There are occasions when legacies or educated men participate but that is not the norm.  "Likely joiners" are estimated to make up 11.5% of the total number of incoming students.

Fraternity Recruitment - A process in which chapters actively recruit members through personal contact, specific marketing, hands-on-activities and through true chapter related activities.  The potential recruits include "likely joiners" but focuses on the "maybe joiners".  "Maybe joiners" are men on campus that are not pursuing joining a fraternity but have not decided against it.  They make up an estimated 80% of incoming students.

Rush was so successful from 1972 to 1992 because the number of likely joiners on campuses across the country was higher.  The number has dwindled over time, partially due to societal changes, and partially because the composition of students on college campuses has changed.  No matter what the reason, it has changed and Fraternities have to change with it.

Recruitment truly begins with a plan.  The plan has many facets: members must know and understand the product; you must have a target recruit; there must be personal contact; the plan has to run 365 days a year; it must include regular chapter activities.

Changing the Chapter

Getting a chapter to change mentality from Rush to Recruitment can be difficult.  It is not an overnight process which is why you need to begin now!  As you move through the Recruiting the Future program we will identify steps that can be taken to affect change.

In the workbook please complete the pieces labeled module 3.