We all get distracted by the shiny from time to time, but:
My guild, like many other guilds I would imagine, is....distracted by the shiny.
You can point out that you don't raid solo. If you can't get at least 10 properly geared people in the guild, raids won't progress at all. So that's how it benefits them. And it's faster to gear what you have than looking to recruit someone already geared. It behooves them to help their guildies gear up. They don't have to be at their beck and call, but they should help, because in the end it helps themselves. It helps them get to the shiny more easily.
...I suppose you could say self-centered view that if it doesn't benefit THEM, what good does it do to raid it?
As was mentioned, speak directly to each individual who has lousy attendance. Tell them that it's rude not to let people know if they can't make it. Remind them that there are real people who were depending on them to show up and were disappointed that they did not show without so much as a heads-up in advance or an apology after the fact. Accept whatever explanation they give about past behavior if it doesn't sound like BS, then repeat that they need to be a little more proactive about keeping people informed.
One of my big things right now is attendance.
If they don't get it, bench them; you don't really have any other option.
You really have no choice but to schedule raids at times where the most people are available. If you really want to make this work, you can nap before raid time so you can stay up, then go back to bed after.
another aspect of the above is the fact that it seems like ideal raiding times are, oh....let's say somewhere between midnight and three in the morning for myself and probably most of the RLs and Officers.
In the end, if all of these options seem unappealing, or somehow don't work, please remember:
This is a game, you aren't being paid to do any of this, and you don't have to put up with these problems if you really don't want to.
Everybody has their limits; everybody needs to feel they had some fun. If you can't get that where you are after trying to sort things out, then for your own sake you really need to consider if the guild is right for you.