Inelastic scattering of 35 MeV alpha particles from 7Li was used to induce the five known inelastic excitations. A collective coupled channel analysis yielded deformations for each transition and isoscalar quadrupole reduced transition rates were determined for each. The strong-coupling rotational model was found to agree closely with the results for the states associated with the ground state band, but the higher states are excited mainly by a two-step mechanism.Nuclear Reactions: 7Li(c~,e')7Li, E~=35.3MeV; measured ~(E,,O), deduce deformations, isoscalar reduced transition rates.