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Most younger college students don't have the experience to know that they're wasting their time if someone doesn't set a schedule FOR them.
In your case, they saw that instead of needing to spend more time managing both pledging and school, they could relax and cram at the last minute, and play video games, go partying, socialize, etc.
We've experienced this circumstance in the past, and our solution was to be more rigid about our responsibilities -- senior members become responsible for their committee members, the Academics chairperson becomes the "Grades Nazi" and people stop procrastinating their school work and studying.
Rewards for getting high grades AND THE PROOF of those high grades (A's on tests, A's on projects, A's on report cards) motivate members in small ways.
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