About
With the guidance of Executive Director Howard Heevner, over 60,000 alumni, parents, students, and friends contribute to UC Berkeley's teaching, research, public service, and athletics programs each year. Annual Programs, the campuswide fundraising office, engages these donors and volunteers for support. Our mission is to maximize yearly donations from alumni, students, parents, and friends in support of UC Berkeley's students, faculty, and research.
What We Do
We take a multi-channel approach to donor acquisition and management, focusing on frontline fundraising to identify and cultivate a pipeline of major gifts from supporters giving $250K or more, while offering diverse philanthropy and engagement opportunities for alumni, students, parents, and friends.
Direct Response Marketing
We specialize in annual program planning and execution. Partnering with campus units, we plan and implement the Annual Giving Services Program (AGSP), offering best-in-class direct mail, telemarketing, texting, and email services. Our dedicated experts manage the development and execution of every solicitation, resulting in targeted, cost-effective programs that generate strong results.
Pipeline Development
We focus on leadership giving and pipeline growth. Our team is spearheading a campuswide strategic plan on pipeline health at UC Berkeley. Starting in FY23 and beyond, our efforts are centered on implementing the vision, goals, and strategies of the approved plan. We aim to raise gifts ranging from $1,000 to $100,000. Collectively, these programs generate over $5 million and engage more than 400 donors annually.
Parent and Family Philanthropy
In collaboration with Direct Response Marketing, we solicit annual support from all parents through letters, e-appeals, and Student Call Center solicitations. We promote giving to the Cal Parents Fund, which provides critical, flexible dollars for programs and resources that directly impact the undergraduate student experience.
Opportunities to Give
Our team oversees the following philanthropic and engagement websites, providing opportunities for alumni, students, parents, and friends to support the Cal community.
The Cal Fund
Cal Fund helps support crucial aspects of the Berkeley student experience, such as free student tutoring, career counseling, small group mentoring, and campus safety.
Cal Reunions
Our alums are our strength. We celebrate and highlight their accomplishments by sharing how Berkeley has impacted their lives.
Cal Student Philanthropy
Members of the Cal community are dedicating their time to bring opportunities in student philanthropy and fundraising initiatives.
Cal Parents
As parents, your support is vital to bridging the gap in funding, and by contributing to the Cal Parents Fund, you directly enhance your child's education and the Berkeley community.