About
Each year, more than 60,000 alumni, parents, students, and friends contribute to the teaching, research, public service, and athletics programs at UC Berkeley. Annual Programs is the campuswide fundraising office that reaches out to these donors and volunteers for support. Our mission is to maximize annual donations from alumni, students, parents, and friends in support of the students, faculty, and research at UC Berkeley.
What We Do
We are a multi-channeled approach to donor acquisitions and management of leadership and major gifts through frontline fundraising. We uncover donors and build a pipeline of giving from supporters ($250K) and beyond.
We offer the following philanthropic and engagement opportunities for alumni, students, parents, and friends.
Direct Response Marketing
We focus on annual program planning and execution. We partner with campus units and plan and execute the Annual Giving Services Program (AGSP), providing best-in-class direct mail, telemarketing, texting, and email services. Our dedicated experts manage the development and implementation of every solicitation, resulting in targeted, cost-effective programs that generate strong results.Pipeline Development
We focus on leadership giving and pipeline growth. The team is leading a campuswide strategic plan on pipeline health at UC Berkeley. Starting in FY23 and beyond, the focus of the team’s efforts is to implement the vision, goals, and strategies of the approved plan. We are focused on raising gifts of $1,000–$100,000. Together, these programs raise more than $5 million and engage 400+ donors each year.
Parent and Family Philanthropy
We solicit annual support from all parents through letters, e-appeals, and Student Call Center solicitations, and in collaboration with Direct Response Marketing. Promote giving to the Cal Parents Fund, which provides critical, flexible dollars for programs and resources that directly impact the undergraduate student experience.