If you see that they have a lot of clubs that are into volunteer work (social conscience), then you want to stress those aspects of your personality that would contribute to what they do. (i.e. you tell them examples where you have demonstrated your engagement in social stuff).

If it’s business, then you want to stress those aspects of your personality that demonstrate say leadership ability or a ‘can-do’ attitude.

Let’s stick with the social conscience example then. You could then tell them that you’d contribute to their college legacy by joining one or two of their on-campus clubs or an organization that they’re affiliated with.

Again, this social conscience issue is just an example. What exactly it is that they stress, you have to get out of their literature. Hope that helps.

Try something different instead. Approach it with a sense of humor, and write something off the wall. Write it well, and consider doing something so over-the-top that the admissions people will be very impressed with you.