The Simple Question Most Recruitment Chairs Can’t Answer

by Matt Farrell

I’m constantly meeting recruitment chairmen across the country. Some are desperate to grow their chapter while others are looking for efficiency. The rest are in between and annoyed at all of the busy work. When there’s a group together, it can be tough to figure out how to help everyone.

So I’ve been starting each conversation with this simple question.

“Do you know what CRM is?”

If you don’t know the answer either, you’re not alone. The answer is a “no” almost every time (it’s Customer Relationship Management, by the way).

What’s the big deal–just another acronym, right?

Not really. CRM is rapidly becoming the premier growth strategy for every organization OUTSIDE of fraternity. Whether a traditional business, nonprofit, or startup, success comes down to deepening the relationships between your group and who you interact with. Simply put, CRM is based on the understanding that relationships are the key to business. CRM technology allows as much of the “busy work” as possible to be taken care of, including information, organization, and even personalizing communication. This lets teams free up their time to maximize the power of their interactions with those they’re reaching out to. Quality interactions create relationships to drive business growth. Period.

A great example of CRM can be seen for anyone who visits the capital of the Greek industry— Indianapolis. You just have to look up. The tallest building in the skyline, the SalesForce tower, symbolizes the recent rise of CRM technology. Here’s how SalesForce explains CRM and why it’s important. I find it interesting how my friends who visit always know what Salesforce is and are familiar with CRM. They’re all in their mid-twenties living in big East coast cities.

Whether or not they cared about recruitment as undergrads, they use CRM every day now.

We talk a lot about real world skills in fraternity. Some of these skills are admittedly vague, like networking and leading your peers. CRM is not one of those skills. CRM is an objective measurement of how every industry does business. More than any other position in the chapter, recruitment chairmen are positioned to master it with ChapterBuilder.

Yet they still can’t answer the simple question.

By now, it should be obvious that CRM usage will lead to higher performing chapters. Could that phrasing be the problem?

Maybe the chapter isn’t actually priority #1. CRM technology usage is ultimately about preparing our members to have a clear-cut edge in professional performance. If they don’t know what it is, let alone use it, it’s failing to prepare them for the real world.

If they do, they’re prepared for the job. Maybe their chapter’s successful growth is just a bonus.


Follow Up, or Fail


by Woody Woodcock, Guest Blogger

Have you ever met someone who didn’t remember you? Did you ever have that girl or guy who introduced themselves to you over and over again in college, but you still couldn’t remember their name? There are times when I attend a conference or run into someone and I just can’t place their name. Usually, I am quick to say “would you tell me your name again?” before moving on in our conversation. Most of the time, people don’t mind if you’re honest (and don’t make it a habit). Whenever this happens to me, I make a special mental note to remember their name for our next encounter.

This week at the University of Michigan, something similar happened. This time, the consequences were more detrimental. If you haven’t read about it yet, check out the ESPN story. It was really easy for me to instantly connect this disappointing story to countless others in the fraternity recruitment process when it comes to retaining recruits and new members. Here are two key quotes from that article that are alarming:

“I do not know which recruit they were talking to, but it was not me. It was just a little heartbreaking, for me to supposedly be so high on their list, for them to confuse me with someone else.”


“Plus, they spelled both of my names wrong after I told them, but that was not the main issue. I guess they do not have tabs on me.”

Consider this: if someone is high up on your prospect list, and you spell their name wrong or confuse them for another PNM, how could you expect them to want to join your chapter? As a recruitment leader, you’re expected to be excellent at managing the details. Something little like taking the extra time to get someone’s name right can go a long way toward helping them feel like they are genuinely cared for. Our sister company, Phired Up, even conducted retention research that showed members leave organizations when they don’t believe people truly care for them.

There’s a difference between rush and recruitment. In “rush”, you’re likely rushing the process along to get as many members as you can. When you rush, you likely lose track of important details. Recruitment, on the other hand, is a well planned and consistent effort that helps you get to know PNMs on a deep, authentic level. ChapterBuilder can help you keep your important recruitment details organized so you can be intentional in your pursuit of building relationships. We recommend using ChapterBuilder to help make the details easy for you! Here are just a few things you can do:

  • Create a daily time to review and update your ChapterBuilder account
  • Track who attends your events and who you’ve contacted (calls, texts, and what their replies were) with ChapterBuilder notes and tags
  • Spot-check at least 5 – 7 PNM profiles to ensure that your recruitment team is doing a solid job of being systematic and taking good notes
  • If you discover that information is missing or not up-to-date, work with your recruitment team to help fix that right away!
  • Discuss the ESPN article with your recruitment team to help illustrate the importance of genuinely caring for each of your recruits individually

I’ve worked on dozens of expansions and with hundreds of fraternity chapters across the country, and I’ve learned an important lesson: if you don’t follow up in a meaningful way, you will fail in your recruitment and retention efforts. You have an incredible opportunity to help bring the gift of fraternity to many new members, and you have the tools at your disposal to make it easier and more organized than ever.

If you think you’ve got some recruits who might be on the edge of making a decision to go elsewhere, redouble your efforts to get to know them even better. Learn who else is helping them to make their decision by asking them about the people in their life who they care deeply about, and the people who care deeply about them. Don’t let another team gain your recruit because you squandered your opportunity to make them feel like they matter! Recruitment technology like ChapterBuilder can keep you organized and on track, but the real recruitment work comes down to the quality of the relationships you build.

Create a 5-Star Experience for Your Potential New Members

Would you like your potential new members to have a 5-star experience every time they meet one of your chapter members? One way to make that possible is to use a relationship management tool. We think you’ll relate to this story below. Read on!

Do you remember your first college campus visit?

Your parents were probably there with you, you took a tour together, and the entire experience was likely personalized and well planned for you by the university. This was no accident.

New Student Prientation

Enter Cole Grieves and Kiley Moody. They personalize the New Student Experience for prospective students at Kansas State University. They couldn’t do it without a CRM (customer relationship management) tool specifically designed for their new student process.

When it comes to prospective students, Cole and Kiley learn about the prospective student, help them experience what the university has to offer, and work with the student to find where they best fit (does this sound familiar to fraternity/sorority recruitment?).

“We work with 20,000+ prospective students. That’s a lot to build a relationship with. But with CRM, we can say to each one “remember when you came to our event in October?” Students are blown away that we remember,” says Kiley.

“Everything used to be on spreadsheets and paper. We used to move documents from one inbox to another,” Cole chimes in.

I asked more about their transition to CRM. Here are a few points they shared:

- CRM simplifies everything – K

- We have 45 people in the office. CRM lets us keep everybody on the same page. – K

- Prior to a meeting or activity with a prospective student, we’re usually getting things ready. CRM can send the attendees automatic reminders, so we can focus on other details needed to make an event great. – C

- When we have an event, if we have to cancel at the last minute, we can quickly mass-communicate with everyone. We used to have to rush and send 30 individual emails or texts. Communication is now easier and faster. – C

- If we work with 1000 students, and we make 2 errors, you might think that is pretty good odds. But for those 2 students, their experience is ruined. CRM lets us reduce errors and ensure everyone gets the great experience they deserve. – C

Kiley and Cole are just one example where a CRM can help build relationships. Nearly every industry in the world has a CRM specific to their needs. Now fraternities and sororities do to. Curious how you can build 5-Star relationships with more potential new members then ever before? Visit to request a complimentary demonstration.

The Power of Notes and Tags

Today we have a special message to share with you. We’re talking about the most important habit for tracking relationships: tracking notes.

First, notes allow you to make each PNM interaction personalized. Before reaching out to a potential, review the notes your team has entered in ChapterBuilder. See what they last talked about or what their interests/concerns are.

Second, notes help make bid voting objective and help get more members involved in recruitment. If you think a PNM is a good fit for your group, enter a note with an example (how does the PNM demonstrate your <a href=’’>values</a>?). When you vote on new members, bring up the notes as discussion points.

Third, notes give you a leading indicator of recruitment success. One chapter told us they noticed 0 PNM notes were entered. This was a red flag. They found out the VP of recruitment needed extra support. Thanks to checking the PNM notes as a leading indicator, the chapter got recrutiment back on track with plenty of time left in the semester to recruit new members.

Each time your team enters a note, they must select a tag. Tags track each type of note (made contact with PNM, PNM attended a chapter activity, etc). This allows your chapter to track results-driving behaviors and make sure your chapter stays on track.

Track Recruitment Progress

Here’s how your team can enter a note each time you interact with a potential new member:
- Sign into ChapterBuilder on your phone or computer
- Click on the PNM to open the PNM profile page
- Write a note and select a tag
- View previous notes by scrolling down on the page prior to meeting a new PNM, so you you remember

4 Seasons IFCs Grow with Technology

The following content was created with attendees of the 2015 IFC Academy hosted by

Imagine walking to a large sporting event in a big city. Crowds approach the stadium on both sides of the street. One man stands at the corner holding a sign and shouting as people walk by. Nobody pays attention…


Almost every IFC (Interfraternity Council) in North America delivers a message to attract students to their Campus Greek Community. How do we measure the effectiveness of your IFC marketing?

The most popular answer is “to get our name out on campus.”

That’s the opposite of what produces results. If all we’re doing is shouting at our audience like the man on the street corner – then we’re not building a relationship with anyone.

The goal is to get potential new members’ names in your IFC database. Once you have their name, then you can build a relationship with them.

Nearly every IFC dabbles in technology with a database, twitter account, or website. Here are a few smart ways IFCs shared they’re using technology to put more names into their database year-round:


Cookout/ Flag Football/ Tailgate

Before your event, your IFC can run an electronic sign-up form - ChapterBuilder can automatically push those leads to all chapters. No longer does each chapter have to collect names individually. Each PNM can be sure he only has to enter his name once in order for every chapter to obtain his contact information.

Sorority Recommendations

Your campus Panhellenic Community may host a bid day or pre-recruitment welcome. Collaborate with your Panhellenic Community to ask Sorority New Members if they’d like to refer any men to go through the fraternity recruitment process. Use an electronic sign up form and distribute to Sorority New Members. Every women on their mobile device can enter “Who are the guys you’d recommend to go through the fraternity recruitment process?”

List of Incoming Freshmen

Many Registrars or Admissions offices are happy to provide you a list of incoming freshmen. Work through your Greek Life office to request the list from the appropriate professional on your campus. Your IFC can upload spreadsheets into ChapterBuilder – we’ll push the names to every chapter in your council.


Hot Chocolate Day

When it’s cold on campus, everyone appreciates a little warmth in their life. Your IFC can setup a table outside to distribute hot chocolate. Your newly made friends will smile – and you can ask them if they’d like to know about future hot chocolate opportunities. Put a URL on the cup where they can register to get notifications. They’ll leave happy, and you’ll have a list of warm leads (pun intended).



Your IFC may organize Philanthropy events throughout the year. One IFC grew their names list while serving a local church. Through service, this IFC showed the church some of the top students at their school. Afterwards, the IFC asked the church representative if they knew any new/incoming students who might appreciate connecting with involved students on campus. Provide the Philanthropy host an electronic form where they can enter their referred names.

Email Blast

The Ohio State University works with a credible university contact to send an email blast to incoming students. Find a credible person on your campus (like your University President) who endorses Greek Life to author a message – and include a URL where incoming students can learn more about your community.

Formal recruitment

For campuses who conduct formal IFC recruitment – you’ll appreciate that a little planning makes a better experience for your chapters AND new members. Use technology to plan your event schedule, collect registration fees, and communicate with everyone during recruitment. A tool like CampusDirector may improve your formal process.


Freshmen move-in

Purdue’s Greek Community created an app that shows newcomers the location of all fraternity and sorority houses. It shows the best route to buildings on campus, and includes a clickable map for more information.


Know your campus’ orientation dates. Know what technologies incoming freshmen use – use those technologies to create a positive, informative experience. Learn how a group at Colgate University took over Yik Yak with a positive, informative message for a day.

Scholarship applications

Many IFCs are curious. They ask, “How do we meet with or build relationships with people who don’t live near the school?” Some IFCs reserve a portion of their budget to host a scholarship for incoming freshmen. During the selection process, use video chat to interview candidates. Then when the new students arrive on campus, you’ll both know a familiar face!

Want to demo the latest technology for IFCs on a mission to grow? Request a ChapterBuilder or CampusDirector demo here.

Get Consistent Recruitment Results by Involving More of Your Members

Have you ever heard of the saying “divide and conquer?” It really works!

We know that tracking relationships is important for achieving recruitment goals. Now we have data showing how to track more relationships by getting more chapter members involved in recruitment.

A recent study of 30 chapters showed a direct correlation between number of team members with access to a tracking tool, and the frequency of contact with PNMs. More users = more tracking. Check it out:

Study of 30 Chapters

Notice when the number of users turns orange (more users), the relationship tracking turns blue (fewer days between PNM contact), and vice versa. This suggests if you want to track and build more relationships, one thing you might try is adding more team members to your relationship tracking tool.

Here’s how to add team members in ChapterBuilder.

For more recruitment tips, visit our tutorials.

How to track more relationships, using a Google doc Names List or ChapterBuilder, to recruit the best people for your group.

Your organization does great things, and in order to do great things, you need great people. What if you had better relationships with more high quality people?

At TechniPhi, Inc, we believe more high quality members in fraternities and sororities makes the world a better place. We studied best practices from top performing teams, and created ChapterBuilder specifically to help fraternities and sororities recruit. This post will show you the familiar standard of tracking potential new members — the google doc names list — and show how basic knowledge of that tool can help you get started in ChapterBuilder.

Have you ever seen one of these?

Google Doc Names List - the tried and true standard for fraternity and sorority recruitment... an outdated practice.

Google Doc Names List – the tried and true standard for fraternity and sorority recruitment… quickly becoming an outdated practice.

Up until now, top performing fraternity and sorority chapters have used this tool (the google doc names list) to track relationships with potential new members (PNMs). If you’re not tracking relationships with PNMs — that’s ok — let me share a story to capture why you might consider tracking.

For the past 9 months, I have been working towards a long-term goal: completing an Ironman. For those who don’t know, an Ironman is a 140 mile race involving swimming, biking, and running. To prepare for this goal, I know I’ve needed to continuously improve my running ability, so each time I run I use my phone to track my mile times. Here is a graph of my mile times:

When we track progress, we make progress. When we stop tracking, one of two things usually happens: 1) we make no progress or 2) our progress begins to reverse.

In the example you can see when there is consistent tracking, mile times generally improved. On the contrary, you can see when tracking stopped, mile times showed no progress or worsened. In the same way that tracking helps improve running, if you want to have a top recruiting chapter, tracking is essential to ensure performance.

Here are 4 steps to begin tracking relationships with PNMs:

1) Keep a list of potential new members where all of your existing members can contribute people they know.

2) Everyone should track interactions as they get to know each PNM — on your names list, each member should have the ability to write and view notes.

3) Look for specific characteristics in a PNM that matches your organization’s values. Take note in your names list.

4) Establish a repeatable process to see which PNMs are most promising — use a Status ranking system to track each PNM through the process.

By now you might be asking, “If we can track relationships in Google Docs, why do we need ChapterBuilder?” While we’ve seen many advantages to tracking in ChapterBulder, groups have confirmed that if we make tracking easier, we will track more often. ChapterBuilder makes tracking easier. Let’s face it — sometimes the person who’s great at forming relationships is not the person who enjoys using google doc spreadsheets.

We’re constantly working to make ChapterBuilder the easiest way to track relationships, so you can focus on meeting more people — helping you be more selective than ever before — when you’re focused on recruiting the best people for your group.

What goals have you set in your chapter and how do you track them?