Goal 1: Present performances of consistently high artistic quality.

  • Program to attract and retain audience base(s).  Evaluate the effect repertoire selection has on audience attendance, seeking audiences beyond chorus members’ friends and family.  Establish a “home” venue for use when appropriate, and select other venues and performance dates to maximize audience development and ticket sales.
  • Provide performance experiences that are satisfying to chorus members.  Identify and select a mix of repertoire that the chorus can sing well, that broadens the musical knowledge base, and that satisfies members’ divergent views and interests in choral literature.
  • Develop programming that is fiscally sound.  Select repertoire and accompaniment that fits the chorus’ current finances and budget projections and achieves the chorus’ artistic goals.
  • Evaluate the role of Messiah performances in Masterwork’s artistic and financial planning.

Goal 2:  Continually improve the quality, caliber, and diversity of the chorus and ensemble groups.

  • Seek and attract experienced choral singers through advertising, personal references, and compelling performances to maintain a chorus that is musically capable and well balanced.  Grow the chorus to about 125 members over three years to create more options and flexibility.
  • Form subsets of the chorus (such as the Camerata chamber ensemble) that are appealing and challenging to qualified singers.  Find opportunities to perform with the chorus and in stand-alone situations.  Use them to deliver cost-efficient, high quality performances at multiple venues.
  • Encourage chorus members to participate in committee, board, and ad hoc activities to tap into their talents and draw them into the operation of the organization.

Goal 3: Build awareness of the Masterwork brand to draw audiences and attract supporters.

  • Continue advertising and publicity through traditional channels (print, radio, and electronic).  Research and implement free and social media opportunities to reach new population segments.
  • Plan marketing and communications targeted to new and younger potential audiences in conjunction with artistic programming decisions.
  • Support collaboration efforts through cooperative advertising and publicity across multiple organizations and their respective audience base(s).
  • Administer ticket sales and tracking programs to identify concert attendees and continually refine and improve marketing efforts.

Goal 4: Explore and pursue collaborations with complementary organizations.

  • Identify organizations (artistic and other) with which Masterwork has common interests and can reasonably collaborate.  Assess local arts organizations and other constituencies with which a partnership could be mutually beneficial.  Identify and open dialogs with the highest potential organizations.
  • Select and approach potential collaboration partners with whom we want to plan and present events.  Seek partnerships that enable Masterwork to reach new audiences and communities, leverage shared marketing and communications, and perform in new and different ways.

Goal 5: Sponsor education and outreach programs in the community.

  • Formalize education within and beyond the chorus, ranging from singing and rhythm training, to program notes, pre-concert lectures, informational videos, and more.
  • Open the chorus to a high school-level young singers program for qualified singers 16 and older.  Connect periodically with school(s), emphasizing local and/or underserved school districts, where chorus members can visit, teach, and invite students to participate in Masterwork programs.
  • Explore ways to engage broader audiences through sing-along types of concerts, e.g., at Christmas/ holiday season.  Seek opportunities for the chorus or subsets to sing at community events (parades, tree-lighting), community Music Fests, First Night celebrations, ReachOut sings, etc.
  • Continue the Summer Sing program, evaluating number of sings, guest conductors and soloists, choices of repertoire, and locations.  Use Summer Sings as opportunities to publicize Masterwork and attract new members.

Goal 6: Build financial stability for Masterwork by optimizing fundraising operations and initiatives.

  • Build financial stability by further developing and implementing a 3-5 year fundraising plan that optimizes earned and contributed income.
  • Expand the Development Committee and consider making use of additional skilled support personnel.
  • Continue building Masterwork’s endowment through planned giving programs addressed to chorus members, alumni, and donors.
  • Deepen the engagement with patrons through audience development programs, and continue to recruit new donors.  Formalize programs to ensure high quality interaction with donors that foster long-term relationships.
  • Build on existing, and seek new, foundation and corporate sponsors with the objective of helping build sustainable income.