Peterborough Sings! has designed and evolved an effective model for recruiting new people into singing, with their project-based recruitment model delivering impressive results. This case study lays out how music groups can use the model to achieve their own recruitment goals.
Founded in 2011, Peterborough Sings! is a music education charity which supports three adult choirs - Peterborough Male Voice Choir, Peterborough Voices (upper voice) and Peterborough Community Chorus. Over the last decade they have delivered their Men United in Song, and Sing for Life projects annually in Peterborough, which sees them signing up people, mostly with little or no previous singing experience, to rehearse over ten weeks for a live performance charity event. These projects have given thousands of individuals the opportunity to try group singing in a safe space with no judgement and to enjoy the experience of performing live on stage for a paying audience of friends, family and supporters in a prestigious venue – a 'once-in-a-lifetime' experience for many participants.
As a recruitment drive, this tried-and-tested model attracts a younger and more diverse demographic than most choral groups, providing a steady stream of new singers for the Peterborough Sings! lower voice, upper voice and mixed community choirs; most current members of these groups initially got involved through the Men United in Song and Sing for Life projects.
To get the most out of this resource, we recommend also reading our five-part Recruiting toolkit.
Contents:
- Project overview
- Project outline
- Recruitment phase
- Rehearsal phase
- Retention phase
- Top five takeaways
- Links and downloads
1. Project overview
This model works specifically for organisations (not just choirs) with an entry-level offer who want to broaden and diversify their membership to be more inclusive and representative of their local communities. Its 'come one come all' approach targets those with no previous musical experience and it is promoted as a stand-alone project independent of the main group, avoiding any reluctance to sign up because of negative assumptions people might initially have.
The idea is to create an experience where people learn to sing/play over a ten-week period and then perform at a concert, fundraising for a chosen charity through sponsorship. The project is open to all with a focus on those with no previous experience and is designed to be friendly, accessible and inclusive. There is no audition (just a voice test), participation is for a limited time period and there is no cost other than a one-off fee towards resources. Once the project completes, some of the participants are invited and supported to join the main group.
Diversity and inclusion are central to the project, the purpose of which is to attract new, different, younger members with fresh energy and enthusiasm. Groups who are simply looking to find 'more of the same', to perpetuate a monoculture or whose members refuse to make room for new members will have a significantly less successful outcome.
Peterborough Sings! has shared this recruitment model with several UK male choirs, all struggling with an aging membership and dwindling numbers. The results have been transformative, sometimes more than doubling the size of the original group. In 2024 the charity was awarded Arts Council England funding to run the Men United in Song project nationally, mentoring and supporting four partner choirs through the process. They had spectacular results, with over 400 men performing in the final massed event and nearly £100k raised for charity.
2. Project outline
The project is promoted as a stand-alone opportunity and run independently of the main group. There is a recruitment phase of tenweeks, followed by a rehearsal phase of ten weeks. It concludes with a final fundraising gala event in a prestigious venue which celebrates their achievements and allows them to showcase what they have learned during the project for friends, family and supporters.
Participants are expected to raise sponsorship via Just Giving for a charity partner. The choice of charity is crucial as it will determine the demographic the project attracts and most participants will join primarily to support the charity, not because they want to be part of the main group. Choose a charity which gives the project broad appeal (e.g. Prostate Cancer UK is a popular choice for male groups) or pick a charity that works specifically in your community (e.g. Sue Ryder to help promote the project locally).
The project is promoted as a personal challenge rather than a musical experience, and much like taking part in Race for Life or doing a parachute jump for charity, the fundraising becomes the main purpose. This takes the pressure off and the focus away from musical ability, which can be a worry and a barrier to participation for many people.
As the project comes to an end, the recruitment of those who have taken part into your main groups begins. During the rehearsal period participants are evaluated and those who fit the criteria of the main group can then be invited to join. This is not offered as an option initially as not all the project participants will be ready or interested in moving into the main group.
Peterborough Sings! have described the model below, and produced some guidelines. These have been put together after years of evolving this tried-and-tested model, so stick closely to their guidance for the most effective and successful project. They have a full toolkit of resources including project plans, template marketing materials, application information and training videos which they are happy to share with any group looking to use the model. The examples given are from the Men United in Song project but can be easily adapted. There are a few sample documents at the end of this page to download, and for access to the full suite contact Peterborough Sings!.
3. Recruitment phase
The project is intensively promoted through roadside banners, doorstep flyers and leafleting in the local community as well as in the local media and via social media (local Facebook community groups and using paid/boosted posts if possible).
Enquiries are responded to promptly with a welcome pack. Those interested can book a time-slot at one of several introduction sessions which are run by (but not branded as) part of the host group. At these sessions applicants complete an application form and take part in a voice test (NOT an audition) with your music team. Although the project advertises for 40 participants it is recommended to take more if possible.
During the ten week marketing/promotion period, the project should be presented as:
- a charity fundraising exercise supporting a popular good cause
- more about the good cause than about the singing/music
- supporting a charity with broad appeal to your target demographic
- a personal challenge, not a recruitment exercise for your main group
- a stand-alone opportunity entirely separate from your main group
- a once-in-a-lifetime opportunity to perform live on stage to a paying audience
- an entry-level opportunity, all welcome and no previous experience needed
- for a fixed time period only with 'no strings attached'
- no audition, no judgment, no embarrassment, no 'big red button'
- everyone starting from scratch, working together as part of a team
- a chance to try something new with great social opportunities
- beneficial to mental and physical health and wellbeing
- accessible and free of charge to all
- a 'good deed', giving back to the community
4. Rehearsal phase
As well as raising sponsorship, during the rehearsal phase participants are also expected to sell tickets for and help promote the final gala event. Along with the fundraising, this is something they generally take pride in, and encouraging a spirit of friendly competition generates momentum!
Use the ten-week rehearsal period to get your participants to fully buy into the activity and 'get the bug', to make being part of your main group seem aspirational and to evaluate potential new members:
- hold project rehearsals on a different night than your main group
- hold project rehearsals in the same location/venue as main group
- involve carefully selected mentors from your main group to support participants (forward thinking members who welcome change, not 'gatekeepers' or the old guard!)
- make rehearsals pacy, challenging, engaging and fun!
- think carefully about repertoire choice – make it accessible and achievable, not easy!
- prioritise building a group ethos and the feeling of being part of a team
- make time for social interaction, whether tea at break time or the pub after rehearsal
- send weekly email bulletins to encourage and support participants
- set weekly learning tasks and challenge participants to step up
- provide learning resources (e.g. practice tracks/apps)
- encourage and support fundraising efforts
- encourage and support ticket sales for your final gala event
- identify and establish a rapport with participants you wish to retain after the project
- make joining your main group seem aspirational
- listen to all participants sing and get their feedback towards the end of the project
5. Retention phase
The rehearsal period is used to get to know and evaluate participants, so that those who fit the criteria of the main group can then be invited to join. If the recruitment was carried out with the principles of diversity and inclusion, you should have a group of new, different and enthusiastic members. The process of bringing them into your existing group is now most important, to make sure you can retain them for the long term.
The project group ceases to exist after your project finale concert/event:
- Some participants will be content to walk away at this point and that’s fine!
- Signpost those you don’t want to keep for your main group to other local groups
- Invite those you want to retain to join your main group; expect some of them to stay
- Don’t keep everyone just for the sake of it – consider their suitability carefully
- Devise an integration programme including:
- Beginners’ guide to reading music
- Scheduled introduction to existing repertoire
- Phased introduction to performing
- Include project repertoire in next concert so new members can perform
- A mentor/buddy scheme where (carefully chosen!) existing members support new
- Whole group social events to integrate new and existing members
- Making new members feel welcome and valued as members of the group
7. Links and downloads
Peterborough Sings! have created a toolkit for any choir or music group who would like to use this project based recruitment model. These include sample application forms, marketing materials, press releases etc. and training videos and slides on topics including fundraising and social media training. You can download a few of these resources here and get access to the full suite by emailing admin@peterboroughsings.org.uk
- Sample article to promote project in local print press
- Sample FAQs document for applicants
- Sample project-based recruitment plan with timeline
- Sample flyer for sign-up promotion
For further information, help and support with this recruitment model and additional choir resources please visit peterboroughsings.org.uk
We hope you find this Making Music resource useful. If you have any comments or suggestions about the guidance please contact us. Whilst every effort is made to ensure that the content of this guidance is accurate and up to date, Making Music do not warrant, nor accept any liability or responsibility for the completeness or accuracy of the content, or for any loss which may arise from reliance on the information contained in it.
