I see what you're getting at, but just for the sake of sharing a different perspective: This whole thing has given the sorority a lot of attention and publicity. If you were passionate about a cause, what better time to bring it up?

Charity isn't meant to be quiet, it's all about raising attention, awareness, and funds. There's little they could do on campus that would ever get as much attention as this video has, so why not benefit from the virality of it all? Of all the things this chapter could have done with the attention, they chose to promote this cause. I think that's admirable.