Alma College’s Traditions Tree project has received an International Circle of Excellence Award from the Council for Advancement and Support of Education (CASE).
Incoming freshman and transfer students are introduced to Alma College by the donation of an evergreen tree, as has been the Alma tradition since 1985. The Traditions Tree project, led by Alma College’s Advancement Office, offers alumni and other supporters the opportunity to sponsor trees with messages of welcome and encouragement.
The project received a Silver award in the Targeted Campaigns and Appeals category, marking CASE’s third Circle of Excellence award from Alma College.
“Alma College combined a decades-old tradition with the opportunity to give,” the CASE judges noted. “This is a great example of creating opportunities for philanthropy.”
Traditionally, students are presented with an evergreen tree at the Traditions Dinner, an event held as part of the orientation process for new students. The tree symbolizes growth and a connection to the community to which they now belong. The Traditions Dinner program also teaches new Scots about the history of the college and its connection to Scottish heritage.
In their nomination materials, the funding staff referred to the cooperation with the staff of Student Life and tried to make a positive contribution to the retention rate of freshmen at the university by emphasizing “belonging”. One such project, staff say, allowed the Advancement Office to turn a long-standing campus tradition into an opportunity to support retention and raise funds for the tradition dinner.
“The incredible success of our Traditions Tree project is a testament to the creative thinking and collaboration of our advancement staff, who are rooted in a deep love and respect for the traditions of Alma College,” said President Jeff Abernathy. “To see these efforts being rewarded internationally is very exciting.”
Beyond CASE’s recognition, the Traditions Tree project has been very successful, according to staff. More than $10,000 was donated by 217 donors. Students were asked to sign thank-you letters to those who sponsored their trees. Each donor received a message from a student thanking them for their gift.
A campaign for the project ran mostly online, from early July 2022 to late August 2022. It was supported by multiple email messages and social media posts during this period, as well as a mailer going to alumni who did not have E -Mail address stored. Two members of the Advancement staff worked primarily on the project, with the Associate Director of Freshman Engagement and his team of Freshman Guide students at the Student Life office helping with the planning and Collaboration Day.
“This project marked a new year, new opportunities, and a new way of thinking about fundraising,” said Emalee Rose, director of annual giving. “We are deeply honored to be recognized by our industry peers and grateful to the hundreds of donors who have worked to make Alma College a more welcoming place for our new generation of Scots.”
CASE is the global association for professional development professionals. The organization’s annual Circle of Excellence Awards recognize excellence in support services, alumni relations, communications, fundraising and marketing. More than 4,000 entries from 583 member institutions in 22 countries were submitted for the 2023 prize competition.
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