^ On the incoming student scholarship application, there are some very specific scholarships listed to apply for (if you qualify) - maybe a dozen or so?
The largest group of scholarships (in terms of numbers of scholarships, not necessarily money) is administered by the Alumni Association. Note additional info here: http://alumni.ua.edu/scholarships/
I believe the 15-page document that mom speaks of consists of alumni association scholarships from chapters all over the country, and can be accessed as a PDF (look for link on the bottom of the right-hand sidebar).
It is important that students continue to apply (not just as incoming freshmen), if they want to be considered. The Honors College administers scholarships for continuing students, and that application for continuing students can be found on their mybama page.