#FunFactFriday in a recent research project with fraternity new members, one of our national clients saw a annual decrease in the % of students who joined via formal rush of 4.5 % points, and an increase in those who joined through informal recruitment or personal relationships

of roughly the same percentages. Correspondingly, they saw an increase of 3.2 % of new members who previously thought they would never join a fraternity.

Most importantly, they saw the “Social Benefits” motivation to join decrease by nearly 10 percentage points among their new members.

The lesson? Formal rush primarily attracts members interested in the social aspects of fraternity.