Guild members can also take part in a merchant operation to convert guild currency into actual profit, with rewards shared between the member and the guild as a whole. You can also take part in specialized races, treasure hunts, and pair-matching games to provide greater benefit to your guild as a whole. So there are plenty of good reasons to do more than just treat the guild as another chat channel; there are more rewards for doing more stuff as a group.
Revelation Online as nothing more than a chat channel, you’re missing out on a lot of different guild-based activities. Also, guild base activities. A new post on the official site talks about all of the things guilds can do together, like taking advantage of having several members around the guild base to randomly spawn one of several bosses for players to defeat. Fighting off several bosses allows the guild to summon (and hopefully defeat) a vicious dragon once per week, which yields even greater rewards.
Source: Official Site