For the fourth straight year, Alma College shattered its goal for Giving Tuesday, raising more than $323,000 in a single day.
During the 24 hours of Tuesday, Nov. 27, a total of 327 alumni, parents, friends, students, faculty and staff made gifts to Alma College. The $323,023 in total gifts surpassed the college’s $100,000 fundraising goal and marked a nearly 100 percent increase in giving from the previous year’s Giving Tuesday initiative.
Fifty-nine percent of Giving Tuesday donors made a first-time gift or increased their giving from the previous year. The campaign also secured 186 prospective student referrals, surpassing a goal of 100 referrals.
To motivate people to make gifts to the college, three donors offered Giving Tuesday challenges pledging an additional $100,000 if the $100,000 goal was reached.
“We are deeply grateful to Eric Blackhurst ’83 and Paul ’81 and Carol Burns for their generous challenge gifts and to every donor for making our fourth annual Giving Tuesday an outstanding success,” says Jeff Abernathy, president.
A strong contingent of students donated their time in support of Giving Tuesday. Members of the Student Alumni Association delivered cookies to faculty and staff donors and hosted a “refer a friend” table during lunch and dinner in Hamilton Commons. Student callers from the college’s fall phonathon returned to make calls thanking Giving Tuesday donors for their generosity.
Donors were able to direct their annual gifts to any part of the college, but three funds were highlighted for their budget-relieving impact: the Alma Fund, the Scot Scholarship Fund and a campus beautification fund known as the Jungle, Grove and Campus Fair Fund.
The student referral award is a key component of the Alma Ambassador program, the college’s comprehensive volunteer engagement initiative. Since 2015, Alma Ambassadors have referred more than 4,200 prospective students. Referred students who attend Alma receive a $1,500 referral award in the name of the individual who referred them.
“We are humbled and inspired by the outpouring of support on Giving Tuesday,” says Matt vandenBerg, vice president for advancement. “Over the course of 24 hours, Alma alumni, parents and friends joined together to make our college more affordable, accessible and beautiful than ever. On behalf of a grateful campus, thank you Scots.”
Giving Tuesday, a global day of giving fueled by the power of social media and collaboration, is observed annually on the Tuesday following Thanksgiving.