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 OPINION

Black Greek organizations must improve marketing to young folks

by David Hart

This isn't a love letter to my beloved fraternity or my fraternity brothers. Nor is this the beer-fueled rantings of some college frat boy after a night of swilling ale at a "kegger." But let's face it, like Raymond, everybody loves the Q’s. I mean the men of Omega Psi Phi. From Shaq to Langston Hughes to Bill Cosby to Jesse Jackson, our culture loves Omegas and their commitment to excellence. We love the way Omegas work and play. We love the way the Q’s have fun and the way they make everyone around them have fun. We just love them.

Okay, recently Jesse's been getting a little too much love for his own good, and until the dust settles from the so-called "Hooked on Phonics" speeches, there are probably some people in parts of Harlem and the South Bronx that would love to have a talk with Bill Cosby in a secluded alley at night. However, my point is still valid. We love Omegas.

Which is why I was not surprised when my teenage cousin, who's not easily impressed or inspired by anything, hinted that he was interested in Omega. After spending a homecoming weekend looting, pillaging, and barbecuing with the Omegas at a historically Black university, my young cousin couldn't stop talking about how much fun he had.  And in our conversations about Omega, my cousin asked me, "Besides step shows, pledging and barbeques, what do you guys do?" I paused. I paused not because I couldn't think of anything Omegas do besides step shows and barbeques. I was just embarrassed that I hadn't given my cousin the full picture of the organization before his weekend with the Omegas.

If, like my cousin, you were born in the late 1970s and early 1980s, it is very likely your perception of fraternities and sororities for people of color is shaped largely by what you've seen on TV. Every teen sitcom has the "Greek-life" episode. You know the one where some hack writer has conjured up a fictitious fraternity or sorority with shallow, mean-spirited, one dimensional characters who make young initiates do wacky things to gain admission into the organization.

If folks my cousin's age haven't seen the Greek-life episode on TV, then perhaps what they know about historically Black fraternities and sororities comes from seeing or hearing about step shows or parties. While step shows are entertaining, they are not designed to highlight the historical achievements and community service of historically Black fraternities and sororities.

There are many books and websites written and designed by and dedicated to Black Greek organizations and their members. However, with the exception of a few, these media are largely ineffective at educating young folks about Black Greek organizations — either they are written to speak to historians and academics or they are designed to speak to people who are already members of Black Greek organizations or at least to people who know a good deal about Black Greek organizations.  

Audra P. Jackson, a bright young author who happens to be a member of Delta Sigma Theta, is a refreshing exception to this point. In her book for young women, "My Mommy is a Delta," Jackson skillfully advances the historical beauties and community service of her organization. Jackson does all of this in a manner that is palatable and relevant to young women. Apparently, Jackson has plans to release similar books for the other eight historically Black fraternities and sororities.

Jackson's efforts should serve as a blueprint to guide historically Black fraternities and sororities in marketing their organizations to young people. Young people need to know that Phi Beta Sigma was one of the key organizers of the Million Man March. Young people need to know that Delta Sigma Theta as an organization is so progressive and forward-thinking, that it led national campaigns against the death penalty and mandatory minimums before other civil- rights organizations would address the issues. But young people need to hear these accomplishments in a manner that is relevant to them.  

At a very selfish, self preservationist level, Black Greek organizations need to improve their marketing to young folks because they will eventually need the young as new members. But in the grand scheme of things, Black Greek organizations have to find more effective ways of marketing to young people to ensure that their accomplishments are not minimized in the years to come. In an age where young people question the usefulness of Black Greek organizations that in their minds are elitist and remind them of a rich African culture that was stolen by western civilization, Black Greek organizations need to make sure that young people know how relevant and salient they are.

I respect and admire all historically Black fraternities and sororities. They have done so much to improve the quality of life in America and abroad and they continue to do good work. However, I challenge Black Greek organizations to find more innovative ways to market their altruism to the young masses. They need to know.

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