Small but Mighty

Colorado Spirit Chorus revitalizes with new members

Attracting new members is a challenge for all choruses, regardless of size. With only nine members, Colorado Spirit Chorus knew they needed to create a game plan if they wanted to make it to their 70th anniversary in 2020. “Gaining new members is always a key part of our ability to continue as an active chorus,” wrote members of the chorus’ board of directors in an email interview.

In 2019, Colorado Spirit enacted their game plan, successfully completing Revitalization, a program for choruses in need of resources to help them recharter. That year, nine new members joined, doubling chorus membership to 18 singers.

Their two-pronged plan focused on community engagement and social media.

Colorado Spirit’s social media plan emphasizes their visual branding and encourages interaction. They updated their chorus logo graphic and use the new logo consistently.

“Visual imagery is significant,” wrote the board members. “When your audience is scrolling through their feed, they often don’t stop to read posts; however, they’ll notice pictures.”

The chorus utilizes visually appealing, branded posts, including “Music Monday,” “Throwback Thursday,” and a “Meet our Members” series. They also post consistently and remind chorus members to spread their social media presence by following and sharing posts.

Colorado Spirit involves their community by participating in sing-outs, such as strolling at street fairs or holiday markets. They also participate in events such as World Singing Day, and they engage with other music groups. These activities promote interaction with their local community members, some of whom may eventually want to join the chorus. The chorus says word of mouth is also effective. Each member is encouraged to invite people to visit their open rehearsals or attend performances.

While Colorado Spirit has evolved over their 70 years, the board wrote that members’ strong commitment to the chorus has been key to this longevity.

They wrote, “While our chorus has definitely changed over the years, we try to remember and honor many of the values that have been with us under many directors, names, and members. These principles are key: Be nice to each other. Learn your music. Do your part.”

Here’s to 70 years of Colorado Spirit. May they have many more to come!