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cess. These notes also brilliantly connect a biblical story understand why it matters. When they attend, they are
set by Antonio Vivaldi to Malala Yousafzai and dem- likely to interact with parents or community members
onstrate how singers made connections between these who already love what you do, so they will also hear
themes and their own lives. These are powerful ways to positive stories from those in the seats around them.
explicitly show why being in this choir, or supporting It’s hard not to be swept up in the joy a choral concert
this choral program, is valuable. brings. Consider inviting arts colleagues and local arts
Programs that contain this much information, along leaders with a similarly comprehensive invitation. Even
with singers’ names and other basic data, are admit- if they don’t attend, they will know a little more about
tedly expensive to create. Consider, therefore, ways to your program and why you believe choral music mat-
make the printing cost effective. Might your school’s ters. If they do attend, they will have an impactful first-
graphic design and printing classes work on this as a hand experience with your singers. These colleagues
project? Can you find a business sponsor to cover the may turn into collaborators, thereby strengthening ties
cost of professional layout and printing, or could you in your community.
sell advertising to parents or local businesses? Is there Another group of advocates are your alums. Do you
a Booster Club with money to support this advocacy have a way to encourage their attendance at your con-
idea? Alternatively, what if singers themselves wrote certs? Are social media or an emailed newsletter ways
program notes—with the same type of content—and to engage more alums than you currently do? Many
narrated them to the audience in real time? Singers alums feel sentimental about their time in choral pro-
could contribute ideas, the teacher-conductor could grams and can be the very best advocates. Inviting
compile them into a short paragraph, and a singer them to your performances is a great way to keep them
comfortable with public speaking could share the notes connected with your program. This can lead to dona-
on behalf of the choir before each selection. Is there tions, volunteers, or rehearsal visits that inspire your
a screen and projector available for your use? If easy current singers.
enough to see, notes for each piece could be projected Regardless of who you invite, try to keep track of
while the choir sings it. In short, don’t let money stand who actually attends. One way to do this is to leave a
in the way of your goal to educate and advocate during ticket with their name at Will Call. After the perfor-
your concert. mance, you can see whose tickets remain unused. If
Taking the time to write program notes that explain your concerts are free, have volunteers who pass out
both musical and extra-musical learnings is a deep programs watch for certain “dignitaries.” Follow up
form of advocacy and develops audience members with a thank you card and be sure they know the date
who understand and care about a choral program. In of your next performance. For those who don’t attend,
addition, if program notes are supported by a concert consider mailing a concert program so that they can
theme that—while unifying the concert—encourages see the concert theme fleshed out, and be sure to in-
global thinking and allows for a diverse range of reper- clude an invitation to your next performance. Eventu-
toire, it’s easy for audience members to understand the ally, they may choose to join you.
power of choral music.

Invitations Advertising
An easy way to advocate for your program is to send Depending upon your program, you may have
invitations to local elected officials and other decision a school newsletter, web page, or social media chan-
makers (superintendent, school or foundation board nels. You might do press releases and keep your fin-
members, mayor, state or federal congressperson, etc). gers crossed that your event gets picked up by the lo-
When you do, include your program’s mission or your cal paper or news station. But do you just advertise the
personal “why” along with your concert theme. Getting concert’s date and time, or do you share your mission
decision makers in the concert hall gives them a first- and an impactful concert theme when you write that
person experience with your program and helps them newsletter article? Could your social media channels

CHORAL JOURNAL October 2024 Volume 65 Number 3 33