The Michigan Difference
MAJOR GIFT ANNOUNCEMENT GUIDE

This guide applies to the publicity and stewardship opportunities arising from major gifts.

GOALS

• To effectively identify news value of gifts and create realistic expectations.
• To satisfy donors that their gifts are receiving the publicity desired.
• To create a consistent and coordinated media relations effort that results in the maximum visibility for gift announcements.
• To facilitate coordination and shared understanding between Development, Academic Units and Communications regarding the announcement of gifts.
• To be cognizant of the University’s protocols and procedures regarding facilities announcements.

GIFT ANNOUNCEMENT PROCESS

Upon securing a major gift commitment, a signed Gift Agreement, and before submitting any draft press release to a donor for review, the closing gift officer and/or the department’s communications manager will:

1. Answer the designated questions on the following Publicity Checklist using the forms available online on the Development Intranet website.
2. Submit the Publicity Checklist via email for review and consultation to Judy Malcolm (Central Development), Julie Peterson (Associate Vice President for Media Relations and Public Affairs) or Nancy Connell (Director, News Service), who will advise on the likelihood, nature and timing of coverage, and consult on a media strategy and press release language. As a part of their consultancy role, Ms. Malcolm, Peterson and Connell will keep unit director and Vice Presidents Tedesco, Rudgers and May apprised of all publicity recommendations and actions. When the gift involves a building or facility, Vice President Slottow also will be advised.
3. Submit to the Office of the Executive Vice President and Chief Financial Officer for review any numbers that a story is to contain, including information on any fund-raising amounts, cost-savings, building costs or building schedules.
4. Advise Vice President for Development of any plans for groundbreaking, site dedication or building dedication events. (See “Policy on Groundbreakings and Site Dedications”).
5. Verify that Regental approval has been completed for any capital projects to be discussed. (See “Process for Regental Approval of Capital Projects”). Please note that Regental approval is required for naming gifts and for changes to the exterior of a building as well as for new capital projects.
6. Reach agreement on who will draft the press release and obtain approvals from the unit and others.
7. Share the Publicity Checklist and draft press release with the assigned stewardship officer.
8. When consultation is complete on a draft press release and it has been approved by all necessary internal sources, the closing gift officer will contact the donor for review and approval.
9. Provide donor with a final copy of the press release, a list of the media that received it and news clippings if available.

PUBLICITY CHECKLIST

Donor Considerations (to be completed by the closing gift officer / department communications manager)

1. Is there a signed Gift Agreement? Does the Gift Agreement allow for publicity? What does it provide or require?
2. Do we have the express consent of the donor for publicity?
3. What publicity does the donor desire?
4. Is what the donor wants consistent with the size and nature of the gift?
5. Is the publicity something that the University can and should provide?
6. What timeline for publicity does the donor expect?
7. Is the donor available to reporters? If not, who will speak for him/her?

Preparing Gift Announcements

1.Strategy (to be completed by the Media Review Team)

A. What timeline can we likely deliver?

B. To what communications vehicles do we have both access and control? Which ones are appropriate?

__Department magazine or newsletter
__Leaders & Best
__University Record
__Alumnus
__U-M Gateway
__Giving web site
__Campaign web site
__Unit web sites
__Other

C. What external communications vehicles should be considered?

__Michigan Daily
__Hometown print media: ______________
__Other local and national print media: ________________
__ Broadcast media
__Chronicle of Higher Education
__Chronicle of Philanthropy
__Trade or industry publications

2. Preparing the Press Release or Events (to be answered by the closing gift officer/department communications manager)

What is the gift’s intention, and what will the gift’s impact be?
    How will it improve the human condition?
    How will it improve the standing of the school?
    How will it help preserve or extend programs, artifacts, etc?
    How will it advance the mission of the unit? Of the University?

What historical significance, if any, will there be to the University?

What are the interesting or unusual attributes of the donor?

What are unusual attributes of the gift?

What has the donor given to other units or schools of the University?

What is the appropriateness, or lack thereof, of packaging the gift with other projects at a college or department?

What numbers should the story contain, including information on any fund-raising amounts, cost-savings, building costs or building schedules?

Has the Office of the Executive Vice President and Chief Financial Officer signed off on any pertinent fundraising or cost numbers or building schedules?

If a capital project is to be discussed, has it received prior Regental approval? (See Process for Regental Approval of Capital Projects).

Has the Vice President for Development been advised of any plans for groundbreaking, dedication or site dedication events planned? (See Policy on Groundbreakings and site Dedications).