We serenade CONSTANTLY
There are legends (and Facebook groups) about the Sinfonian Serenade.
Just about every interaction we have with a Sorority includes a serenade. Many of our Chapters will hire themselves out for serenades on Valentine's Day and other occasions. We've even serenaded complete strangers while out and about.
But to answer your questions...
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But, what does it accomplish?
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Multiple things. Aside from the basics of getting our name out there and raising funds, it promotes interaction between the students, and in some cases gets people some extra lovin from their SO's
Why not? In all seriousness, we do it because we enjoy it and the recipients of our serenades enjoy it.
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Who does it? - The pledges only, or the entire chapter?
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For us it varies. I can remember participating in serenades with only my fellow Probationary Brothers, some with just my Brothers after I crossed, and some with a combination of the two.
As I said before, we do it constantly. There's a stronger emphasis around holidays and both School and Chapter events, but we honestly never needed an excuse to do it.