Branding Partnerships

For more than 110 years, Lambda Chi Alpha Fraternity has helped college men become ethical and service-minded leaders.

The national fraternity has partnered with Up&Up to define their brand strategy and share that story with future and current  brothers. While Up&Up most commonly works with colleges and universities, the Lambda Chi Alpha relationship keeps us on the mission of improving the lives of even more students.

Since Lambda Chi’s start in 1909, the fraternity has initiated more than 295,000 members. They have 195 active chapters/colonies and 9,600 undergraduate men, making the organization one of the largest social fraternities in North America.

Lambda Chi is best known for their 1972 decision to become the first fraternity to eliminate pledging in an
effort to reduce hazing and drive the service side of brotherhood. Their Wildly Important Goal (WIG) is to double their active members and chapters within the next 10 years and recruit more volunteers to assist and mentor existing chapters.
Besides creating lifelong networking, skill-building, and mentorship, Lambda Chi also supports Feeding America and the JED Foundation through member volunteers, events,
and initiatives.

“For young men, college years are the formative years where you establish your true self and plant long-lasting relationships,” said Jami Mullikin, Up&Up Vice President of Strategy. “Many of my closest friends today are fraternity brothers that I met the first week of college almost 30 years ago. The bonds of brotherhood are there as you mature, begin your professional career, and start your families… and they stay through the good times and the bad. Having the opportunity to strategically align with Lambda with the sole purpose of finding and growing tomorrow’s leaders by making these young men the best versions of themselves is a perfect match for us at Up&Up.”

“We are excited for the expertise in Higher Education that Up&Up brings to this partnership,” said Lambda Chi Alpha CEO Troy Medley. “By utilizing strong research and data, they have successfully shown that they can determine the wants and needs of members of Gen-Z. Through this partnership, we will be able to utilize data to predictively increase our reach, identify ideal future brothers and help more men become the best versions of themselves.”

Dyad Strategies

As part of this partnership, Dyad Strategies will conduct an annual assessment of the entire Lambda Chi Alpha membership. The goals of this assessment will be to help the fraternity better understand the culture of its undergraduate chapters and to better understand the impact that membership in Lambda Chi Alpha has on student learning, growth and development.

As part of the partnership, Dyad Strategies will conduct qualitative research to better understand how undergraduate members conceptualize and operationalize the values of the fraternity. From there, Dyad Strategies will build a personalized member assessment tool for the fraternity. This assessment tool will map a variety of measures to developmental  constructs associated with the fraternity’s values. These constructs will be measured at the individual level over time in order to better understand how membership in Lambda Chi Alpha impacts the beliefs, values, and behaviors of fraternity members. Dyad will also deliver training and educational programs to Lambda Chi Alpha staff, students and volunteers.

“Lambda Chi Alpha is committed to being a data-driven organization, and we are thrilled to partner with them in that effort,” said Dyad CEO Dr. Gentry McCreary. “We are excited to bring them on as a partner and to work closely with them to better understand the culture of Lambda Chi chapters and the impact that Lambda Chi has on its undergraduate members. They join a growing list of data-driven organizations that are now part of the Dyad family.”

“We are excited about our partnership with Dyad and look forward to discovering how we can   improve the personal development and educational programing we offer our members to ensure they are receiving the life skills and experiences needed to properly supplement their formal academic education,” said Lambda Chi Alpha CEO Troy Medley.

To learn more about Dyad Strategies, visit