Under the leadership of Executive Director Howard Heevner, more than 60,000 alumni, parents, students, and friends make annual contributions to support UC Berkeley’s teaching, research, public service, and athletics programs. Annual Programs serves as the university’s central annual fundraising unit, engaging donors and volunteers through meaningful opportunities to give, connect, and make an impact. Our mission is to maximize philanthropic support from alumni, students, parents, and friends to advance UC Berkeley’s students, faculty, research, and strategic priorities.
We inspire annual support and foster lifelong connections among UC Berkeley's global community of alumni, parents, students, and friends through integrated fundraising and engagement strategies. Leveraging personalized outreach, student-led calling, stewardship, and modern digital engagement tools, we raise vital funding for student support and campus research while deepening relationships with Berkeley. Through meaningful engagement and relationship-building, we cultivate lifelong supporters and help develop the next generation of major donors, strengthening Berkeley's philanthropic pipeline for long-term growth.
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 $250,000+, while offering diverse philanthropy and engagement opportunities for alumni, students, parents, and friends.
We serve as UC Berkeley’s broad-based engagement and fundraising engine, advancing campuswide priorities through four interconnected areas.
Direct Response Marketing
We deliver data-informed, multichannel campaigns and manage the operational infrastructure that enables campus partners to focus on building donor relationships and securing major gifts. We specialize in annual giving program planning and execution, partnering with campus units through the Annual Giving Services Program (AGSP) to provide best-in-class direct mail, telemarketing, texting, and email services. Our dedicated experts manage the development and execution of each solicitation, resulting in targeted, cost-effective programs that generate strong results.
Digital Philanthropy
We use digital giving campaigns, web-based strategies, and innovative tools to engage online audiences, inspire participation, and extend Berkeley’s reach.
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. Through these efforts, we build meaningful relationships with parents and families, generate annual support, and encourage continued engagement with UC Berkeley.
Pipeline Development
We focus on leadership giving and pipeline growth, with efforts centered on implementing the vision, goals, and strategies of UC Berkeley’s approved campuswide strategic plan on pipeline health, beginning in FY23 and beyond. Our programs target gifts ranging from $1,000 to $100,000 and collectively generate more than $5 million while engaging more than 400 donors annually.
We build personalized relationships with emerging philanthropic leaders, helping donors deepen their engagement and explore opportunities for greater impact. Together, these efforts attract new donors, encourage continued support, cultivate lifelong relationships, and strengthen the pipeline for leadership and major giving across campus.
Opportunities to Give
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.