Sorority Recruitment

So for a long time sorority recruitment kept growing each year and chapters were 100+ girls. Now it’s decreasing and chapters are 70-80 girls. Panhellenic is responsible for doing the marketing etc to actually get girls signed up for recruitment and personally I thought it was awful this past year (the website did and still does look terrible etc), but curious what other reasons might be for decreasing registration after so many strong years?