Is it possible to create a multi-line string variable in a Makefile

Yes, you can use the define keyword to declare a multi-line variable, like this:

define ANNOUNCE_BODY
Version $(VERSION) of $(PACKAGE_NAME) has been released.

It can be downloaded from $(DOWNLOAD_URL).

etc, etc.
endef

The tricky part is getting your multi-line variable back out of the makefile. If you just do the obvious thing of using "echo $(ANNOUNCE_BODY)", you'll see the result that others have posted here -- the shell tries to handle the second and subsequent lines of the variable as commands themselves.

However, you can export the variable value as-is to the shell as an environment variable, and then reference it from the shell as an environment variable (NOT a make variable). For example:

export ANNOUNCE_BODY
all:
    @echo "$$ANNOUNCE_BODY"

Note the use of $$ANNOUNCE_BODY, indicating a shell environment variable reference, rather than $(ANNOUNCE_BODY), which would be a regular make variable reference. Also be sure to use quotes around your variable reference, to make sure that the newlines aren't interpreted by the shell itself.

Of course, this particular trick may be platform and shell sensitive. I tested it on Ubuntu Linux with GNU bash 3.2.13; YMMV.

GNU Makefile can do things like the following. It is ugly, and I won't say you should do it, but I do in certain situations.

PROFILE = \
\#!/bin/sh.exe\n\
\#\n\
\# A MinGW equivalent for .bash_profile on Linux.  In MinGW/MSYS, the file\n\
\# is actually named .profile, not .bash_profile.\n\
\#\n\
\# Get the aliases and functions\n\
\#\n\
if [ -f \$${HOME}/.bashrc ]\n\
then\n\
  . \$${HOME}/.bashrc\n\
fi\n\
\n\
export CVS_RSH="ssh"\n  
#
.profile:
        echo -e "$(PROFILE)" | sed -e 's/^[ ]//' >.profile

make .profile creates a .profile file if one does not exist.

This solution was used where the application will only use GNU Makefile in a POSIX shell environment. The project is not an open source project where platform compatibility is an issue.

The goal was to create a Makefile that facilitates both setup and use of a particular kind of workspace. The Makefile brings along with it various simple resources without requiring things like another special archive, etc. It is, in a sense, a shell archive. A procedure can then say things like drop this Makefile in the folder to work in. Set up your workspace enter make workspace, then to do blah, enter make blah, etc.

What can get tricky is figuring out what to shell quote. The above does the job and is close to the idea of specifying a here document in the Makefile. Whether it is a good idea for general use is a whole other issue.