The Vocal Department at San Francisco's public arts high school wanted to go on tour. I created and managed three annual CD/Holiday Card campaigns, raising funds and the department's public profile. Two years later, the department performed at Carnegie Hall.
Graphic Design: Debbie Yoon, debbieyoon.com
The Vocal Department at the Ruth Asawa San Francisco School of the Arts needed funds, and they needed them fast. An amazingly talented new department director had just begun his second year at the audition-based public arts high school, and he wanted to give his 54 students the experience of going on tour as a choir. Tour payments would be due in a matter of months, many students qualified for free or reduced lunch, and there was limited parent resources. Instead of hosting an auction or hawking candles, cookies, or chocolates, I suggested showcasing the students' musicianship. But with a twist.
Within a few days, I developed a proposal for a custom-designed holiday card with a CD enclosed. Our campaign would encourage folks to buy 1, 10, or 20 CD/cards to give as ready-to-mail, charitable holiday gifts. The benefits: showcase our artists-in-training, promote public arts education, and spread the word about this wonderful program.
With the director's approval and the buy-in of parents and students, we got to work. While the students polished seven pieces, I located a graphic designer, pro-bono recording engineer, and photographer, as well as securing the services of a printer and CD replicator, and learned about music licensing. I was lucky to have worked with a wonderful partner on this project who took the lead on inventory, accounting, and web production. The next year we were joined by a PR whiz with expertise in classical music and live performance.
The initial campaign was a success, and each year grew along with the choir. The San Francisco Conservatory of Music later granted us access to the breathtaking acoustic of its main concert hall for our professional recording. The CDs also allowed us to open conversations with important individual donors and family foundations.
The director and students were able to raise funds, but most importantly they could make music while learning what it takes to become an artist.