It is hoped that by introducing a national strategy for the first time The Military Wives Choirs Foundation will be able to take advantage of recent success and ensure its longevity a fundraising organisation.
The national organisation will provide a strategic function and put in place a framework for long term growth. It will be the body responsible for fundraising strategy but local choirs will retain autonomy to develop individual commercial partnerships.
The newly formed foundation, which launches today (13 September), will be an official subsidiary of SSAFA Forces Help – the longest standing armed forces charity. Funds raised will go towards supporting servicemen’s wives and the expansion of the choir network.
It will introduce a logo formed of a treble clef and a new website that will act as a community hub for the network of choirs.
The brand identity and website has been created by Dragon Rouge, which has also designed a suite of marketing materials.
The Military Wives Choirs Foundation organisation hopes to dispel the myth that the choirs were founded by Gareth Malone, the choirmaster that fronted the 2011 BBC TV show that propelled the Military Wives Choir into the limelight. It also hopes to address the misconception that it is one choir, rather than network of local choir groups set up in military communities.
The formation of the national charity coincides with the announcement of a second album and a biographical book that tells the stories of the women in the choir and their lives as part of the Armed Forces.