As Tommie Give Day unfolds, I find myself preparing to donate to the University of St. Thomas, my law school alma mater. This might not seem noteworthy, but considering my journey from a faithful student to a staunch atheist, and my deep-seated issues with how some funds have been used, my continued support might raise some eyebrows.

The University of St. Thomas has managed to maintain my support and that of many others through its cleverly structured annual giving campaign. This initiative is particularly notable because it allows donors to specify where their contributions go, ensuring they can support the institution in a way that aligns with their values. For example, I can choose to funnel my donation towards scholarships, helping students in need rather than supporting aspects of the school I disagree with.

This choice is crucial in a landscape where many graduates harbor resentment towards their alma maters due to high tuition costs and the excessive debt accrued during their studies. The ability to direct funds as one sees fit is not just a nod towards donor preferences but a critical engagement strategy.

The true success of the campaign, however, lies in its ability to foster a sense of community. Over the years, I’ve received calls from friends—like-minded individuals who reject certain institutional policies—encouraging me to contribute. Their involvement speaks volumes about the positive impact the school has had on us, transcending our disagreements with specific policies.

Moreover, the school's adept use of branding and material incentives, like school-themed winter gear, adds a lighter, more materialistic appeal to the act of giving. While some may view this as trivial, these tokens often bring a sense of nostalgia and belonging, enhancing the giving experience.

This multifaceted approach could serve as a model for other law schools, suggesting that allowing alumni to choose where their donations go could increase participation. Additionally, embracing a strong sense of community and even leveraging the power of branding could resonate more deeply with potential donors.

While not all strategies may be universally applicable—given the unique nature of each institution—this case highlights the potential of thoughtful, donor-centric campaigns in strengthening alumni relations and support. Other law schools might just find that these lessons from the University of St. Thomas are worth incorporating into their own fundraising strategies.