Avery Edwards

Phi Mu Fraternity SWOT Analysis

Kennesaw State University

Avery Edwards
Phi Mu Fraternity SWOT Analysis
Strengths

Phi Mu Fraternity was founded in 1852 and serves as the second oldest womens only
organization for collegiate women (Phi Mu, n.d.). They have 163 years of experience in
catering to the networking and support of college ladies. This is a strength because Phi
Mu understands how to aid and benefit college women because of their extensive
experience.
Phi Mu Fraternity has an extensive network of supporters including: collegiate members,
alumnae members, corporate donors, and other generous donors (Phi Mu, n.d.). The
majority of these funds support the Phi Mu Foundation, which benefits sisters and
alumnae with scholarships, grants, and assistance in times of need (Phi Mu, n.d.). This
is a strength because Phi Mu can focus more of their efforts on turning those funds into
programs.
Phi Mu has a great reputation because of its connection with the NPC (National
Panhellenic Council, n.d.). This networking brings about recognition on college
campuses and in the community without much effort (NPC News, n.d.). This is a
strength because Phi Mu can utilize this outreach while focusing on their personal
branding.
Phi Mu has a very generous relationship with Childrens Miracle Network Hospitals
where they donate over $500,000 every year (Phi Mu, n.d.). This is a strength because
not only is Phi Mu making a difference in the lives of children all over the country, but
also the fraternity is generating positive PR and CSR.
Phi Mu has a positive reputation (NPC News, n.d.). Over time, members have worked
to develop a reputation of confident, philanthropic and serving women. This is a strength
because this history of positive members draws in women to gain more members.

Weaknesses

Even with generous donations, Phi Mu runs mostly off of volunteer work and services.
The headquarters staff draws salaries, but volunteers run the rest of the Fraternity (Phi
Mu, n.d.). This is a weakness because Phi Mu doesnt have the money to fill positions if
there is a lack of volunteers.
Because the majority of Phi Mus involvement is with college women, their reputation is
constantly at risk. While members have built a strong reputation that the headquarters
works to uphold, the ultimate fate of this organization lies in the hands of young women.
This is a weakness because it wouldnt take much to negatively change the direction of
Phi Mus reputation.
Phi Mu is an organization exclusively for college women. Neither men nor women above
undergraduate level have an opportunity to gain membership. This is a weakness because
fewer individuals are able to participate or gain admission to activities.
Phi Mu members pay dues. In order to be a fully active member of this organization, one
must complete a series of tasks including paying financial obligations entirely before

Avery Edwards
Phi Mu Fraternity SWOT Analysis

initiation. This is a weakness because there are costs associated with membership while
other no cost organizations have free membership.
Phi Mu is only as successful as their chapters. The Fraternity has to invest in their women
in order for them to be successful (Phi Mu, n.d.). This means sending trained
headquarters staff to individual chapters to ensure daily obligations are being met. This is
a weakness because staff members must be trained, paid, and accommodated for to make
visits to local chapters.

Opportunities

Because of their active participation in NPC activities, there is an opportunity for Phi Mu
to partner with either the NPC or another Panhellenic sorority. This alliance would be an
incredible opportunity to not only benefit members, but also make significant
contributions to the community (NPC News, n.d.).
Phi Mu has local collegiate chapters on more than 228 campuses and hundreds of
alumnae chapters (Phi Mu, n.d.). These various locations provide members with a
largely geographical network.
Because of the amount of chapters, this also provides an opportunity for chapters to work
on local projects and get more funding out to local organizations. Not only is this positive
CSR, but it is also helpful in terms of improving public relations.
Phi Mu has impacted hundreds of thousands of women and with those connections; there
is an opportunity for these women to provide word-of-mouth testimonials of the
organization if asked to do so.
Phi Mu has a large following of collegiate women with over 175,000 current members.
These women are the future of this Fraternity and with positive branding, Phi Mu has the
opportunity to create a positive image that will be continued on for years to come.

Threats

There are 25 other NPC sororities (NPC News, n.d.). Women coming through
recruitment at their colleges generally have many other options of organizations. All of
these organizations promise similar qualities with other unique characteristics. This is a
threat because if collegiate women are not prepared in their recruitment strategies, their
potential new members will join other organizations.
There are millions of charitable organizations that donors could feel their money would
better serve. These other organizations are a potential threat because their causes could be
more personal to donors who would generally donate to Phi Mu.
As time passes and the economy fluctuates, people will be more likely to make large
purchases instead of donating to charities and other causes. This poses a potential threat
to Phi Mu because it could mean a reduction in the amount of money they receive from
their usual donors.

Avery Edwards
Phi Mu Fraternity SWOT Analysis

A crisis on a college campus could make for a negative reputation; this is definitely a
threat to the success of Phi Mu and its endeavors. If the public or the media find a reason
to fault Phi Mu, this could affect recruitment as well as funding.
A scandal involving headquarters staff could put the Fraternity at fault. This is a threat
because if there is not a strong, united force in the headquarters then there is potential for
the local collegiate chapters to function incorrectly.

Avery Edwards
Phi Mu Fraternity SWOT Analysis
Bibliography

National Panhellenic Conference: NPC NEWS. (n.d.). Retrieved January 22,

2016, from https://www.npcwomen.org/

National Philanthropy. (n.d.). Retrieved January 21, 2016, from

http://phimu.org/aboutus/ourmemberexperience

Phi Mu. (n.d.). Retrieved January 21, 2016, from http://phimu.org/Home