How Well Do You Know Your Potential New Members?

By Director of Risk Reduction Fred Dobry (Indiana State)

Have you considered how the expectations, experiences, and assumptions you had when you arrived on campus as a freshman may be drastically different than those of the current freshmen class? Have you modified your chapter’s recruitment strategies to reflect these differences?

“68% of first-year college students identified themselves as “non-drinkers.”

One of the more significant trends to recognize is the evolving change in attitude and behavior regarding alcohol use.  For instance, 68% of first-year college students in 2012 identified themselves as “non-drinkers,” a 9% increase from 2007.  And the number of first-year college students defined as “high-risk drinkers*” has decreased by 6%, down to 19%, in that same timespan (Source: AlcoholEdu National Survey Database).  Additionally, 25% of high school seniors in 2012 reported being drunk on at least one occasion, a decrease from 32.9% in 1999 (Source: Monitoring the Future, 2012).

What is contributing to this increase in college freshmen choosing to be alcohol-free?  One study concluded “abstainers’ decision not to drink appears to be a lifestyle choice, supported by multiple reasons including personal values, religious beliefs, not wanting the image of a drinker, and beliefs about alcohol’s effect on behavior.” (Huang, DeJong, Schneider & Towvim, 2011)

How is your chapter supporting members who choose to not consume alcohol?  Remember, most incoming freshmen already have the incorrect assumption, reinforced by pop culture, that high-rate alcohol consumption is a major component of the fraternity experience.  Are your recruitment strategies effectively debunking this myth?  How many non-drinkers who would be great members of our fraternity do we overlook by not seeking them out or creating recruitment events that appeal to that portion of the student population?

If your chapter doesn’t adapt to the evolving demands and expectations of our potential recruits, you will have a difficult time competing with all those other student organizations attempting to attract those same recruits.  How will you ensure your chapter experience will continue to be attractive for incoming students?

*Defined as having 5 or more alcohol drinks

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