Choir Marketing at Year-End: A Great British Bake Off Holiday Special

Ahh… The end of the year! December, and in particular, the week leading up to Christmas is a chaotic — er… magical time for nonprofit choir marketers. Between holiday concerts, donation appeals, and keeping your audience engaged on social media, it can feel like you’re competing in your own personal version of The Great British Bake Off. Only, instead of trying to impress the judges with your delicious cakes, you’re working to sweep your followers off their feet with heartwarming messages and creative campaigns.

So, in the spirit of the season (and, selfishly, my instinctive desire to subsist exclusively on holiday baked goods through the New Year)—don your figurative apron and grab a piping bag (or a scheduling tool). We’ve got 10 days to go, so get ready and let’s BAKE our way through the challenges of year-end marketing! (Woo!)

Bake #1: The Email Appeal (a.k.a. "Signature Bake") 

If your email inbox is anything like mine, it’s probably flooded with donation appeals from every nonprofit under the sun this time of year. But how can you make your email stand out among a sea of others? After all, you’ve spent a lot of time crafting a thoughtful message, so you want to make sure your email subscribers open it.

This is your “Signature Bake!” It’s your chance to let your choir shine. My recommendation is to start with a catchy subject line. Instead of "Support Our Choir," try something like "Bring Music to Our Community This Holiday Season" or "Make Spirits Bright with Your Gift!" Then, focus on one clear message. 

You don’t want to overwhelm your readers with a laundry list of accomplishments, although it might be tempting. Instead, focus on highlighting one or two impactful stories that really capture the emotion and connection behind what you do. You can end with a simple and clear call to action: “Donate by December 31 to help us reach our goal!” 

Pro tip: Don’t forget to include a P.S. — Did you know the P.S. is often one of the most-read parts of an email? Use it to repeat your ask or to remind your readers when the deadline is!

Bake #2: The Website Appeal (a.k.a. "Showstopper") 

Ah, the end-of-year donation page. It’s the marketing equivalent of a Bake Off “Showstopper:” high stakes, high stress, and a direct line to your choir’s budget/success. Just like during a “Bake Off,” the pressure to make it look perfect can be palpable. Not only that, but you also want it to sound compelling and—most importantly—effectively convert your reader into a donor.

You might be tweaking your copy at 11 PM on December 30th, thinking, "Will this get us over the fundraising finish line?" If so, don’t worry because we’ve all been there.

Here’s my advice: keep it simple and emotional. Highlight a story about a choir member or audience member whose life has been transformed by your choir’s work. Choral music isn’t just about singing; it’s about human connection, community, and belonging. Tap into a special story that a singer or patron has shared about your choir and pair that story with a clear call to action like, “Your gift ensures we can keep bringing music to our community in 2025.”

Pro tip: Don’t forget to double-, no—triple—check your donation button! It’s the equivalent of checking your soft spongecake for doneness—crucial yet often overlooked.

Bake #3: The Facebook Live (a.k.a "Technical Challenge")

Nothing says last-minute holiday marketing like a spontaneous decision to go live on Facebook during your choir’s Christmas concert. You grab your phone, find the perfect angle, and… the Wi-Fi cuts out. Or your battery dies. Or a call comes through interrupting going live!

If you’ve ever had a technical problem like this, please don’t beat yourself up. We’ve all had them, and that’s okay… The key is preparation! Test your setup beforehand, use a gimbal or tripod, keep a portable charger or Wi-Fi hotspot handy, or skip the live altogether! Even if things go slightly awry, remember: these kinds of live videos are about authenticity, not perfection.

People love seeing the real, unpolished moments of your choir’s work. And if all else fails, post a snippet of the video afterward with a positive caption like, “Here’s a little holiday magic from our concert last night!” Your followers will forgive you for not being Hollywood-level film producers.

Bonus Bake: Managing Burnout (a.k.a. "No Soggy Bottoms") 

By the end of December, you might feel like a Bake Off contestant who’s been handed a croquembouche challenge without any warning. The deadlines, the creativity needed, and the sheer volume of work… It can be exhausting.

Welp, take it from someone who’s been there: not only is it okay, but I encourage—no, implore—you to give yourself some grace. Delegate where you can, whether that’s asking a colleague to proofread your email or having a volunteer help with social media. Set boundaries, like turning off phone notifications after a certain time. And remember, not everything has to be perfect. (Yes, even that Instagram post!) Most importantly, don’t forget to take a moment to enjoy the season.

Much like baking the perfect holiday cake, year-end marketing is often a blend of creativity, strategy, and a sprinkle of chaos—er… magic.

Now it’s your turn: Has one of your year-end campaigns been a Technical Challenge or a Showstopper? What Signature Bake is your go-to when you’re feeling the year-end pressure? And, perhaps most importantly, what’re you baking (or eating) this holiday season? 

Share your stories or recipes in the comments—because just like in the tent, we’re all here to support each other… and have a little fun!