Sell More Than the Social Experience - Chapters are, in essence "selling" their brotherhood to prospective members during the recruitment process. A common mistake that fraternities, especially top tier fraternities, make is that they oversell the social aspects of their brotherhood and undersell the other aspects of their brotherhood (belonging and accountability). In a previous post, I've shared strategies for selling brotherhood beyond the social experience. As chapters find themselves in the top tier, it is incredibly important that they sell more than just their social clout on campus. If they only sell the social aspects of brotherhood during recruitment, they will wind up with members who ONLY care about the social aspects of brotherhood, which will contribute to the chapter's demise.
The “victim of our own success” cycle is not inevitable. It can be stopped, or prevented altogether. By assessing and understanding your chapters’ attitudes about the importance of social status and the motivations behind their new member education process (things that Dyad Strategies measures in our campus and organizational assessments), we can target those chapters most at risk of falling into this cycle and intervene before it is too late. By helping fraternities understand the importance of screening out free-riders during the recruitment process (as opposed to waiting until the new member education process), and by helping them build a new member education process centered on the creation of belonging, we can beat the cycle and help our fraternity chapters enjoy the fruits of their success instead of becoming victims of it.