Covering the Campaign

Presenter: David Gibson, Communications Director for Development, Dartmouth

-Lesson #1: Dartmouth has a communications director specifically for fundraising. Amazing!

-Communication between editors and fundraisers is key. You all have the same goals – to advance the interests of the institution, demonstrate its relevancy and engage your audiences.

-Write a communications plan WITH your fundraisers. Develop story ideas based on that.

-Part of that conversation with fundraisers should be educating them about what a magazine does well (tells a story, puts your institution in context) and what it does poorly (asks people for something)

-Fundraisers know better than anyone that there is a time and place to ask for money. There’s a process of bringing them closer to the issues you’re raising money for and a respect for the potential donor.

-The magazine is widely read and credible for a reason – don’t ruin it by asking for money.

-Potential donors are investors. Content is critical in their decision to invest in the university. Magazines can serve as a prospectus for them to tell them what they need to know about you.

-Doing a story just based on its merits can be a huge fundraising tool, even if it doesn’t directly ask for money.