Resource

Silent Phase Gift Announcement Strategy

Gift announcements in the silent phase must not only supply donors with desired publicity and encourage further giving, but also build momentum toward the campaign launch. This project explores timing and strategic considerations for silent phase gift announcements. The report also examines the relationship between stewardship and communications officers and media used for announcement promotion.

Download the full report, or explore our key observations below.

Gift announcements are used to target a small group of repeat donors in the silent phase

Administrators typically only announce gifts of a million dollars or more to inspire major donors. Administrators use fewer types of announcement platforms (e.g., email blasts, university newspaper ads) during the silent phase. However, the smaller audience allows for more involved announcement formats (e.g., event invitations, live announcements).

The frequency of gift announcements are increased prior to the public launch

Communications administrators release gift announcements in a steady stream during the silent phase until the season prior to the public launch. Increased announcement frequency during this season builds momentum towards the launch. Administrators often strategically save one major gift to use as a launching gift for the public campaign. Frequent gift announcements should continue immediately following the campaign launch to maintain momentum.

Press releases and internal newsletters are the most common forms of gift announcements during the silent phase

Administrators cannot guarantee external media coverage to donors and use internal promotion media (e.g., website, newsletter) to generate desired publicity for donors.

Silent Phase Media

• Press release
• Event invitation
• University website
• Internal donor e-newsletter
• Advancement website

Public Phase Media

• Press release
• Event invitation
• University website
• Print newsletter
• Campaign website
• Parent website
• University magazine
• Email blast to all university affiliates
• Exclusive ‘campaign insider’ email
• Social media (e.g. Twitter)

Emphasize on-campus impact and short-term campaigns to motivate smaller donors

During gift announcement, administrators try not to stress the size of the gift unless it is a priority for the donor. Instead, administrators highlight the impact (e.g., scholarship recipient, endowed professorship) of the gift. Advancement staff also organize short-term campaigns (e.g., campaign with a donor willing to match all donations given within a 24-hour window) to inspire small donors in both the silent and public phases.

Download the report

Develop your gift pipeline

Advancement teams should follow these three steps to invest in donors throughout the pipeline.

take these steps