This shift in priorities combined with a different demographic of incoming students paints a new profile of the modern collegian. The student population is no longer culturally and ethnically homogenous. Often, today's collegians come from non-traditional families. Politics, social issues and the environment are among the top concerns for collegians. Obtaining leadership and career skills are both important to today's college student.
Tuition fees continue to rise relative to income.
This trend comes at a time when students, not parents or other financial resources, are becoming increasingly responsible for the cost of their college education. Greek organizations have traditionally held a structured, formal recruitment process in which most students chose not to participate. Focus on the majority of women who don't participate in recruitment activities. Make sure the cost of participating in recruitment isn't detracting potential members. Make the recruitment process less formal and intimidating.