Giving Society Creative Feedback

Giving Societies or Donor Clubs (both phrases are commonly used) are a formal way to recognize donors to an organization. These programs distinguish between varying giving levels and have recognition tactics/benefits that are suited to the giving level.

At Memorial University, the giving society is referred to as The Altum Society. The Altum Society was established, with the 1997 launch of The Opportunity Fund, as a symbol of the institution's depth of gratitude for donors' support and in recognition of the new heights to which their generosity takes the university. Its name comes from the university's motto, Provehito in Altum, which translates as "Launch forth into the deep" or "Reach for the heights."

The Altum Society follows a Memorial tradition of recognizing the outstanding contributions of the university's alumni and friends. By providing a membership to leading donors the society is a permanent opportunity to acknowledge Memorial's generous supporters.

Your input would be appreciated. We would like you, as a valued partner of Memorial University, to review both creative options and provide us with some input on each separately. Please review the creative on this page and click the link below to take you to the survey. Please note that no names will be used and the answers will be kept confidential.


Creative Concepts

Concept A: Constellations

Concept A is inspired by the word “Altum”, which, as used in Memorial’s motto, can be translated as “heights” or “deep”. To represent both translations of the motto – “Launch forth into the deep” or “Reach for the heights”. We’ve attributed each of Memorial’s four levels of giving with the name of a classical constellation. Each constellation is visible from Newfoundland and Labrador year round, and is represented graphically as it appears in the Province’s night sky. This concept implies that individuals who donate to Memorial are stars in their own right, but have the ability to constellate, to unite as one, and form one of four unique giving societies. We feel that this concept gives meaning and ceremony to the act of giving, and that the words themselves – Andromeda, Cepheus, Cassiopeia and Perseus – work well with the Latin word Altum.


Concept B: Doctrina

Concept B for The Altum Society is inspired by the tradition of education and development. There are four levels: Founder, Builder, Scholar and Leader. Each level represents advancement in the pursuit for higher education and each is a key step in achieving one’s goals. This concept is based on a legacy of learning and is therefore relatable for every person associated with Memorial University. Everyone can connect with each of these levels at some point in their academic career and it is this common desire for knowledge that brings together the community of Memorial. We’ve used the traditional forms of banners/crests to house icons that represent each level but applied a more modern and clean aesthetic.

Link to creative feedback survey:


Thank you for taking the time to respond to this survey. Your input is appreciated.


Alumni Affairs and Development

230 Elizabeth Ave, St. John's, NL, CANADA, A1B 3X9

Postal Address: P.O. Box 4200, St. John's, NL, CANADA, A1C 5S7

Tel: (709) 864-8000