Hollydays goes virtual

How the Junior League of Baton Rouge is able to pivot its most profitable fundraiser to a hybrid model

By Laura Sorey

As far back as March, Hollydays Chair Erin Nugent saw that drastic change was coming for Junior League of Baton Rouge’s annual holiday fundraiser. Though few anticipated the long-term extent of the public health crisis about to unfold, Erin understood that almost every Hollydays stakeholder would be impacted economically, from corporate sponsor to food vendor. What’s the viability and sensitivity of pressing our sponsors to open their wallets during an economic crisis?

Forcing Hollydays, the largest fundraising event in Baton Rouge, to revamp its entire model seven months out felt similar to forcing an aircraft carrier to make a U-turn on Perkins. Fortunately, Erin is the right woman to have at the helm even if she wouldn’t describe herself as such. Whether discussing the overhaul of Hollydays’ online presence or the restructuring of special events, almost all of Erin’s examples feature committee members and community partners stepping up with solutions or JLBR leaders like President Norisha Kirts Glover providing institutional support.

After serving on the Hollydays committee for the past seven years, Erin has seen the strengths, vulnerabilities, and agility of the event firsthand, alongside much of her committee. Of the 26 women who make up the Hollydays Steering committee alone, 22 members started the year with two to nine years previously serving on a Hollydays committee. That collective knowledge proved crucial in planning an event that honors the tradition of Hollydays while recalibrating for the challenges of operating during COVID-19.

As Hollydays committee members and JLBR leaders direct the unfolding of these new plans, the support of all JLBR members is vital to their success. 2020 Hollydays represents an opportunity as much as it does a challenge. It’s up to our membership to embrace that opportunity so the Junior League can continue supporting community projects. For example, ticket sales for the Mercedes-Benz raffle takes on additional importance this year. With a shift to a virtual market, these ticket sales become the main revenue driver for Hollydays, helping to ensure the League’s budget and community service remains consistent from year to year. (Learn more about the shift to selling online raffle tickets on page 8).

With online ticket sales available for the first time, be sure to share with your friends, family, and social media followers about how they can support JLBR in a fun, easy way. And don’t forget that raffle and special events tickets, as well as Hollydays apparel, can now be purchased online.

Eager to start shopping? Visit shophollydays.org before the market opens to get your raffle tickets, learn about our sponsors, purchase tickets to special events and more.