Some young women in US colleges are spending up to $6,000 on consultants to improve their chances of joining a sorority. The growing trend, amplified by social media, has made the recruitment process increasingly competitive.
Stacia Damron, founder of the sorority coaching company Hiking in Heels, charges between $3,975 and $6,000 for one-on-one coaching. She advises clients on social media strategy, including which accounts to follow and how to get noticed by decision-makers. “A cute Instagram profile is not going to help you if the right people aren’t looking at it,” she told The Washington Post.
Damron works with only 500 clients per year and says preparation should begin six months to a year in advance. Former Florida State University student Kasey Hines credited her coach with securing her a bid, revealing she told her coach before her own mother. “She knew more about my feelings than anyone else did,” Hines said.
The University of Alabama’s “Bama Rush” is one of the most closely watched events, drawing national attention through the viral RushTok trend on TikTok. The spectacle has intensified pressure on students to stand out, leading many to seek professional guidance.
