Amplifying Sorority

With nearly 30 million women entering U.S. colleges over the next three years, the opportunity for Tri Sigma to grow seems significant. Yet, membership in Panhellenic organizations has been gradually declining since 2017, signaling a clear need for changes in how prospective members are recruited, engaged, and supported beyond the new member period.

Today’s college women—defined by their career-focused mindsets, diverse backgrounds, and nuanced needs—are reshaping the collegiate experience. Though the Panhellenic community received record-high membership numbers across all NPC sororities from 2013–16, declining recruitment and retention numbers have resulted in year-over-year membership decline. This, coupled with 0 declining college enrollment, necessitated an in-depth examination of practices across the sorority experience—including a better understanding of the women who will be enrolling in college over the next 5–10 years.

In 2022, the Foundation for Fraternal Excellence launched the Amplifying Sorority Campaign in effort to fund the research needed to drive growth, improve retention, and to prove the relevancy of the sorority experience in today's world.

FFE partnered with companies Culturati, Plaid and Cygnus Applied Research to conduct extensive market research and provide data-based insights on incoming generations of collegiate women to present to the donor groups. Both Tri Sigma and the Tri Sigma Foundation—along with NPC and the NPC Foundation, 24 of 26 of NPC's member organizations and/or Foundations, and various companies and individuals—signed on as donors and partners of this effort.

"While the value of the sorority experience may seem clear to many Sigmas, what we know to be true, and what is perceived to be true by generations before and after us, can be vastly different," said National President Joyce O'Daniel. "Being part of this campaign helps us understand the needs of today's incoming college women and ensure our programs, offerings, and the ways we promote Tri Sigma resonates with them."

Presented findings from the first of four major research projects focused on Through a series of focus groups, Culturati gained insight into the next generation of potential members, their motivations and drivers related to their college experience, and how to best reach these them.

While Culterati's 150-page report provided extensive insights to campaign donors, the most prominent revelation is that Gen Z women are determined to create a fool-proof future. They seek people, places and resources with a direct line to success. Their top priorities for college are academics and career development.

Nearly half of the focus group cited anxiety as a personality trait, with loyalty and creativity following behind. Their most commonly shared goals are being happy and satisfied with life, having strong and authentic relationships, and securing a meaningful career with financial stability.

Through statistical analysis of the quantitative data, Culturati segmented focus group partipants into four personas based on attributes, goals, fears, and other traits—Memory Makers (30%), Comfort Seekers (26%), Identity Explorers (20%) and Focused Achieveres (24%). In marketing, personas help a company or organization better understand and communicate with their audience—or in Tri Sigma's case, potential new members. While we know four personas can't possibly fully represent the entirety of our potential new members over the next three years, getting to know them helps us to better examine the research and understand them on a deeper level.

For example, each of the four groups show a strong desire for experiences frequently found within sorority membership; however, only 1 in 4 of the total audience said they were likely to join. In fact, most focus group participants were unaware of the vast opportunities for leadership training and experience, mentorship, career networking, and community service that are all integral to the sorority experience.

Discovering The Disconnect

Campaign research revealed several other key barriers preventing Gen Z women from joining sororities. Facing these obstacles is crucial to overcoming them.

Stereotypes of mean girls and extreme superficiality has led to the greatest barrier for Gen Z women. Almost 70 percent expressed reluctance to participate in primary recruitment out of fear of being judged. While outdated voting methods are likely to blame, the secretive nature of sorority membership selection does little to alleviate these fears. A general lack of diversity within NPC groups can reinforce concerns about inclusivity and belonging. This perception can be a deterrant, particularly for women from underrepresented groups.

Some PNMs find the traditional recruitment process overwhelming and high-pressure. The #BamaRush craze on TikTok has placed lot of attention on high-stakes primary recruitment (one that is very different on most other campuses). This can be particularly off-putting to those seeking a more relaxed and personalized experience.

Despite the fact that the average retention rate of an NPC sorority is around 94 percent, the popularity of #RushTok has led to videos of negative tell-alls from former sorority members. It's no wonder that in a world where algorithms favor the salacious—and an aesthetic Instagram grid is far more common than images representing leadership, campus involvement, academic achievement, and philanthropic endeavors—those negative perceptions are getting harder to overcome.

Research from the Amplifying Sorority Campaign reveals several key barriers preventing Gen Z women from joining sororities.

Understanding the most prevalent obstacles is crucial to building and communicating the value of a more desirable sorority experience.

Another concern made worse by the #BamaRush trend is the financial commitment. Alabama's sorority megamansions and outfit of the day videos showing PNMs in head-to-toe designer outfits has dramatically inflated the perceived cost of membership. Because the overall cost of membership can be an actual barrier for some, conversations regarding the financial investment should be transparent but positioned as a step toward achieving meaningful, long-term personal and professional growth.

Concerns over balancing sorority involvement with academic demands, and other commitments also present a significant challenge. So does the overall lack of diversity. In fact, the research shows that most PNMs desire diverse environments that value individuals of all backgrounds and identities. Beyond more than simply fostering connection, this includes creating opportunities for reflection, discussion, and education that allow all perspectives to be seen, heard and respected.

In a time where most campuses offer vast extracurricular options that provide avenues for social engagement and personal growth, we must overcome these barriers and misconceptions in order to remain relevant.

Rethinking Recruitment

Having a better understanding of the our potential new members and their attitudes about traditional recruitment allows NHQ to develop targeted strategies that better showcase the value of our membership. Knowing that primary recruitment is scaring off some of our best prospective members, we can be better primed to address specific concerns and overcome misconceptions.

"This is not about placing less importance on primary recruitment. Rather, it's about better preparing our volunteers and equipping chapter leaders with the training and resources to share the value of Tri Sigma." said Sr. Director of Collegiate Experience Ellen Elmore. "In doing so, we are not inadvertently overlooking the growing number of women that primary recruitment does not appeal to."

One way to do this is by erasing the stigma sometimes associated with Continuous Open Bidding—or COB as it is called on many campuses. COB is not a secondary recruitment strategy, but rather a viable and vital approach to recruiting those who are hesitant to participate in fully structured recruitment events.

With nearly 33 percent of collegians joining Tri Sigma through COB in 2022–23, it is (and should be) presented as a legitimate and valuable pathway to membership.

Another approach is to equip collegiate chapters with the tools to better showcase the more tangible benefits of membership during primary recruitment.

"We can't go wrong by sharing the Tri Sigma we fell in love with, the Tri Sigma that has made a lasting impact on our lives—we just need to do so in a way that resonates with the aspirations and values of today’s college women," Ellen said.

Practicing What We Preach

It's not just about saying the right things; it's about ensuring the experiences we provide evolve alongside the needs of our members. At the national level, the research is being used to inform changes to the strategic plan, resource allocation, training and programming, recruitment strategies and resources, and more.

In order to move the needle, members of all ages will need to actively contribute to reinforcing a Tri Sigma experience that is empowering and promotes lifelong affinity.

"Tri Sigma’s alumnae network is one of its greatest resources. Leveraging those connections to facilitate mentorship or model leadership skills by volunteering is one of the most direct ways to make an impact on the collegiate experience," said Director of Lifetime Engagement Meagan Earls. "Even something as simple as 0 submitting a program proposal or participating in our 0 LinkedIn professional networking group can provide much-needed support to younger members and reinforce the lifelong value of membership."

Even the way alumnae speak about their experience in front of others can influence the view of a future PNM or their family members. While it’s fun for alumnae to reminisce about "the good ol' days," it’s important to also share the lasting relationships you still cherish to this day and impact Tri Sigma had on preparing you for life beyond college.

TRI SIGMA'S PATH FORWARD

Addressing obstacles and capitalizing on growth opportunities requires a strategic and collaborative approach across all aspects of Tri Sigma. The future of sorority life depends on our community's ability to adapt to the needs of the next generation.

By embracing a strategic, data-driven approach and addressing the needs and priorities of each persona, we can strengthen recruitment and retention efforts, enhance member experiences, and ensure a vibrant sisterhood for years to come.

By refining recruitment strategies, modernizing chapter services, emphasizing professional development, and providing meanful engagement between collegiate and alumnae members, Tri Sigma can meet the needs of today’s college women while staying rooted in our mission.

Looking Ahead

Additional research projects focused on retention and the full collegiate membership cycle, plus a deeper look into longterm membership are underway and are planned to continue through 2026. We look forward to leveraging this data to shape an even more dynamic, ever forward sorority experience for our members.

For more campaign information, including the donors, priorities and timeline, visit foundationfe.org/amplifying-sorority.

Meet the Four Personas:

Memory Makers want the classic college experience, to create unforgettable memories while feeling a strong sense of belonging. They are the group most likely to join a sorority via primary recruitment and have the highest rate of family with sorority/fraternity experience.

Attributes: Loyal, confident, hardworking, spirited Motivators: Friends, fun, events, campus connections

Comfort Seekers crave routine and familiarity. They seek stability from close friends to help them navigate challenges the and anxieties of college life. While not typically interested in sorority life, they are more likely to join through smaller, more personal interactions like COB events.

Attributes: Anxious, loyal, creative, compassionate, spiritual Motivators: Familiarity, belonging, encouragement from friends & family

Identity Explorers are on a mission of self-discovery. They are independent and want to make the most of their time on campus and through adventures beyond. They have a fairly

positive view of sorority life, but fear joining could limit their opportunities and their individuality.

Attributes: Spontaneous, open-minded, inclusive Motivators: Personal growth, self-improvement, justice, endless possibility

Focused Achievers are driven by career aspirations and seek opportunities for advancement. They want to make connections with people who can help them reach their goals and gain the skills necessary for success after graduation. Despite the overt alignment of their goals with actual sorority experience outcomes, only 16% cite interest in sorority life. Those who join typically do so through COB as upperclassmen.

Attributes: Driven, selective, self-aware, bright, introspective Motivators: Personal growth, career connections, making an impact