In your own words, how would you describe ‘being a good GM?’ From your own experiences.
Fundamentally, the GM needs to be the one setting the example, because you will be taken as the yardstick by which the guild members measure themselves. A lot of the time, anyway. The GM needs to know very clearly what the guild is about, its concept, and communicate it. This doesn’t mean holding boring speeches every 2 days, or forcing people to read 15 pages of guild information if they don’t want to. Communicating it can take many forms. The GM just needs to make sure people, both inside and outside of the guild, know what the guild is.
You could argue that the GM has lots of other responsibilities, and rightly so, I’d say. But in the end, as I see it, all of these things should emerge from the concept of the guild quite naturally, with little thought. Why should a casual adventuring group have strict uniforms, recite the words of the order daily, and be lashed 10 times for not showing up for training? It shouldn’t, obviously. Does an adventuring group even have codified standards and training nights? And so on.
On the OOC front, a GM needs to be flexible and understanding, while also having the ability to remove someone from the guild in the (hopefully extremely rare, otherwise, look at your recruitment process) case of a member being disruptive. They need to acknowledge that leading a guild is not a 1-person job, in almost all cases. Start with or quickly find officers. They don’t even have to have an OOC position of officer, they can just be purely IC. No responsibilities beyond leading people.
For the most important members of the guild, what makes a guild a good roleplaying guild? What are the things you’re looking for?
Other people who are frequently online and around for casual RP. A guild might be able to muster 15 people for an event, but if it’s a ghost town outside of those 2-3 hour evenings, it’s going to be an extremely weird place to be very quickly. I would say that both a lot of guilds and individual roleplayers completely misjudge what makes for good roleplayers, whether in guild or not. Most of the time, it really just comes down to persistence and availability. And individuals who display both of these characteristics - they’re around and available for RP - are fairly consistently undervalued in a lot of guilds.
To me, at least, these people are the most important members of the guild, and relatively often, they don’t need a lot to keep going themselves. Even 1 of these kinds of people can keep a small and flagging guild chugging along. But too often, they’re taken for granted.