Philanthropy Newsletter

1 Alumni HouseBerkeley, CA 94720-7520

NotesCAA

LETTER FROM THE EXECUTIVE DIRECTOR

Giving

Nonprofit Org.

U.S. Postage

PAIDCal Alumni Association

SPRING 2011

Dear Cal Alumni Association Members and Friends,

I am pleased to share with you that 2010 was an exciting and successful year for the Cal Alumni Association! We completed our financial sustainability study, met fundraising goals, provided alumni engagement opportunities, and awarded more than 800 students with undergraduate scholarships. This was all in part because of the generosity of alumni and friends like you.

This year brings more changes for CAA. I’ve decided to retire as Executive Director by December 2011. My eleven plus years with CAA have been incredibly interesting, challenging, enjoyable, and rewarding. I will leave CAA with a much broader and more profound appreciation for all that it is and for all that it promises to be. I may be stepping down from my role, but I remain a dedicated Bear for life. Thank you for making my time at CAA a memorable experience.

In the meantime, please enjoy this issue of Giving Notes. You can read how CAA programs and services are making a difference for alumni, students, and the University. Learn about the impact of donor contributions and enjoy the photos from this year’s Charter Gala and The CAA Fund Society Reception.

Thank you again for choosing CAA as the recipient of your generosity. Together, we mobilize alumni in support of the University of California, Berkeley.

Go Bears!

R. Tucker Coop ’67 Executive Director

Now in its third year, The Equity Scholarship aims to attract underrepresented* minority students to UC Berkeley. Support from alumni and friends brought 15 underrepresented minority students to Cal through an award of $5,000 per year for a total of eight semesters.

Through the generosity of donors like you, CAA helped close the financial-aid gap for these students who otherwise would have attended a private college able to offer greater financial-aid packages. This fall, we will bring an additional five students to campus.

CAA is pleased to boast that you helped us reach and exceed our 2010 fundraising goal for The CAA Fund. Gifts through December 31, 2010, reached $622,838, surpassing our goal by $50,000.

A cornerstone of our organization, The CAA Fund significantly impacts programs and services for alumni, students, and the future of the University. Your annual investment in The CAA Fund ensures that we actively and effectively inform, involve, and inspire all alumni to stay connected to the University and to each other.

Thanks to generous gifts to The CAA Fund, we connect more than 27,000 alumni nationwide through our Alumni Groups program; distribute our award-winning California magazine to nearly 100,000 CAA members; provide ways for alumni to advocate for Cal’s future; host Cal spirit alumni events; and annually award more than 800 Cal students with CAA Alumni Scholarships.

Your gifts to The CAA Fund keep you connected to Cal. For more information about The CAA Fund, please visit alumni.berkeley.edu/donate.

YOU DID IT!

2 GIVING NOTES PHILANTHROPY NEWSLETTER · SPRING 2011

The Cal Alumni Association’s fundraising team tried just about every technique this past year—Facebook, telemarketing, email, direct mail…

At the same time, the reorganized and reinvigorated development staff took the novel approach of returning to the earliest method: going out and talking with people.

The combination saw strong results, even in financially troubled times. The totals are in and reports indicate success.

“We had an ambitious goal for The CAA Fund in 2010. We wanted to double the amount we raised in 2009,” says Donna Duhe, chief development officer for CAA. “That’s been our focus, and we hit it.”

Duhe came to CAA last February from United Way of the Bay Area, where she was vice president for five years. Her to-do list for the year included raising corporate and foundation dollars, strengthening direct marketing efforts, focusing on online marketing, and creating more “cultivation opportunities.”

In her first five months, she met more than 100 donors. Along with asking for financial support, Duhe and her team wanted to communicate what CAA was achieving, including The CAA Fund and The Equity Scholarship—a relatively new program providing financial aid to underrepresented minority students.

But Duhe and her team members, who include Project Manager Jennifer Hernandez, Director of Annual Giving Marlene Penny, and Director of Stewardship Joani Carpenter, found themselves “mostly listening,” she says.

“For me, the best part of the job is meeting with the donors, thanking them, and sharing stories. We want to hear about their experiences at Cal and find out how CAA can help them stay connected. And we’re hearing that they like the communication,” she says with a smile. “They’re thanking us for thanking them!”

The Power of “The Ask”Published as “Friendraising” by Joe Brown in the 2011 Spring issue of California magazine

The CAA FundCreating a Lasting Connection to Cal

UC Berkeley Professor Christina Romer speaks to guests about “Macroeconomic Policy for a Troubled World Economy.”

The Equity Scholarship

*UC Berkeley has identified African-Americans, Chicano/Latinos, and Native Americans as underrepresented minority students on campus.

As a 501(c)(3) nonprofit and self-funded organization, CAA is in a unique position to seek support for and administer this race-based scholarship. The Equity Scholarship provides students with a diverse learning environment in which they can excel and suceed. Cal is a public institution and we feel it is important that our students reflect the broad diversity of California. When alumni and friends like you support The Equity Scholarship, it shows a loyalty to Californians of every background and perspective.

Through The Equity Scholarship and with your help, CAA is able to confirm a dedication to diversity at UC Berkeley. As one of Cal’s key values, diversity is a critical part of our campus culture and provides a rich blend of individuals to enhance the academic and intellectual experience for all who come to Cal. We strive to make these scholars feel welcomed, respected, and supported at Cal.

CAA donors gathered at Alumni House and shared fond memories of Cal.

Pamela Alston and Elayne McCrea McCabe (L-R) enjoyed an evening of camaraderie and education at The CAA Fund Society Reception.

CAA recently partnered with Chevron, one of the world’s leading integrated energy companies, to provide students with access to and opportunity at UC Berkeley. “This partnership allows CAA to work with Chevron to open educational opportunities for Cal students who might not otherwise attend college,” said CAA Executive Director Tuck Coop.

Chevron’s $100,000 contribution to The Achievement Award Program (TAAP) helps make Cal a reality for deserving students and promotes science, technology, engineering, and math (STEM) education. The scholarship, named The Chevron Corporation Achievement Award, will provide up to four years of financial and program support for three highly qualified and community-minded incoming Cal students.

The Achievement Award Program Receives $100,000 Contribution from Chevron

It Is All in the Numbers

GIVING NOTES PHILANTHROPY NEWSLETTER · SPRING 2011 3

More than 450 alumni and friends attended Charter Gala—CAA’s annual benefit—held at San Francisco City Hall, including (L-R) Caitlin Brostrom ‘90, University of California Executive Vice President Nathan Brostrom, Dick ‘68 and Carolyn ‘67 Beahrs.

Cal alumni make amazing things happen in our world. Their accomplishments significantly benefit both campus and the broader society, advancing the common good and inspiring others to address challenges with insight and creativity. Their actions exemplify the excellence of Cal and a Cal education. Please share the accomplishments of our amazing alumni with us by submitting a nomination for one of our 2012 alumni awards. For more information, please visit alumni.berkeley.edu/awards.

Hosted by CAA for nearly 100 years, Charter Gala this year commemorated the 143rd anniversary of the University of California and honored U.S. Secretary of Energy Dr. Steven Chu, Ph.D. ’76, as the 2011 Alumnus of the Year.

“Chevron’s support to UC Berkeley takes a variety of forms because we see strong alignment between Chevron’s business needs and our focus on advancing the quality of education in the community and the mission of this university,” said Shariq Yosufzai, Vice President of Chevron. “Berkeley exercises a magnetic draw upon exceptional people who seek to follow bold dreams—the True North of achievers and dreamers and innovators. We know well the qualities of Berkeley graduates; after all, more than 500 are part of our team at Chevron.”

Since 1999, TAAP has provided low-income students with the resources to attend and excel at UC Berkeley. This CAA Alumni Scholarship serves freshmen and junior transfer students who might not otherwise have the resources to succeed at the college level.

number of underrepresented minority students who choose to attend Cal this fall. “Based on student feedback, interacting with Cal alumni is one of the most influential factors that determine their decision to attend Cal,” said Matt Ulery, CAA program coordinator for YES Berkeley!

The YES Berkeley! Cal Student Recruitment program is always looking for dedicated alumni to join us in our mission of connecting alumni with prospective Cal students. For more information, to volunteer, or to make a donation, please visit alumni.berkeley.edu/yesberkeley.

2012 ALUMNI AWARDS:

Call for Nominations

Christopher Ategeka (center right), graduating senior and a TAAP Scholar, had the opportunity to meet UC President Mark G. Yudof (center left), Steve Woodhead (L), and Shariq Yosufzai (R) of Chevron who announced their $100,000 contribution to TAAP at Charter Gala 2011.

For the past five years underrepresented-minority student enrollment has gone from a steady increase to a rapid decline at UC Berkeley. In 2008, enrollment peaked at 812 students; by 2010 enrollment of these students reached an all-time low of 763. The desire to attract these students to UC Berkeley is evident in both CAA’s recruitment efforts and the work of student-run recruitment and retention centers.

CAA is proactively trying to move the needle back up. From awarding $1.8 million in scholarships annually to the YES Berkeley! Cal Student Recruitment program, CAA is committed to recruiting the best and brightest students to campus.

This year, YES Berkeley! took a big step and made a commitment to ensure that every admitted underrepresented minority student for the incoming class of Fall 2011 received a phone call from a Cal alum of the same cultural background. Dedicated alumni, such as Angel-Max Guerrero ’02, volunteered their time to share their Cal experience and help potential students make the decision to attend Cal. “It is a responsibility and privilege for me to invite these stellar young men and women to Cal and to remind them that there is a space for them here to make their own cultural, leadership, service, and academic contributions,” said Guerrero of his CAA volunteer experience.

CAA reached out to approximately 2,000 admitted high school seniors, and is optimistic these outreach efforts will make a difference in the

CAA Alumni Scholarships received more than 7,800 applications in February for The Achievement Award Program (TAAP) and The Leadership Award. An overall 25 percent increase from last year, this is the highest number of applications received from incoming students in the past four years. The Leadership Award received a record 5,339 applications for approximately 650 scholarships (at $2,000 per award), while 2,513 California high school seniors and junior college transfers applied for 25 coveted TAAP scholarships. Although there is not an application process for The

Equity Scholarship, the number of eligible students rose from 2,175 in 2010 to 2,512 in 2011.

CAA relies on private support from alumni and friends to meet the increasing need of our scholarship programs. To learn more about how you can make a difference for Cal students, please visit alumni.berkeley.edu/donate.

Roger Thompson (right) presented Jashen Edwards with The Class of 1950 Alumni Scholarship at the 26th Annual Leadership Award Recognition Luncheon.

“I Run 4 Cal 5K” participants express their exuberance!

Student PhilanthropyCAA’s Student Alumni Relations Council (SARC) recently held its second annual “I Run 4 Cal 5K” on April 10. Participants of the run—both students and alumni—were encouraged to raise funds from their friends and family for a donation to the UC Berkeley charitable program of their choice.

“The 5K is meant to show students that Cal is a worthy beneficiary of their philanthropy,” said Haley Hart ’11, SARC’s executive director. Two CAA Alumni Scholarships—The Achievement Award Program and The Leadership Award—and The CAA Fund were among the choices to which runners could donate. The “I Run 4 Cal 5K” proved to be a great success with a total of 219 runners who raised more than $8,000 for CAA and the University.

Aside from the actual running, the event included an Expo on Sproul Plaza featuring performances from campus groups such as the UC Men’s Octet and Pilipino American Association. Every participant received a gift bag with commemorative items and gifts from race sponsors, including Clif Bar, Nike, TranSports Run/Swim, and Popchips.

Optimistic about the impact of the 5K, Hart summed up the event, “Today we planted the seeds for a new crop of donors to Cal.”

Seth Alsbury (right), recipient of The Michael J. Koll Alumni Scholarship, shares his Cal spirit with Loretta Koll and her son Jerrott Van Heuit. Go Bears!

Students Apply for CAA Alumni Scholarships in Unprecedented Numbers

CAA’s Board of Directors, in an unprecedented action, voted to support Governor Jerry Brown’s budget proposal to maintain temporary existing taxes in order to help balance the state budget. Immediately following the vote, CAA launched a Cal Advocacy letter-writing campaign to encourage alumni to ask their legislators to place Brown’s tax measure on the ballot. Since then, more than 2,000 letters have been sent to legislators.

Brown’s budget proposal calls for a $500 million cut to the UC system, which includes a budget cut of $80 million to UC Berkeley. If the temporary maintenance of existing taxes does not pass, the cuts to UC Berkeley will likely increase next year.

Currently, UC Berkeley receives more money from the federal government than it collects from California, student fees, and private philanthropy. Student fees are increasing, but so is private giving. UC Berkeley is in the midst of a $3 billion campaign and now relies on multi-source funding, but it cannot survive without state funding or the support of alumni.

CAA has engaged alumni for years to advocate for the University, but now more than ever, it is critical that we step up our role in the financial future of Cal. In March, CAA brought a delegation of alumni and future alumni to Sacramento to meet with nine Bay Area legislators as part of the UC system-wide “UC Day in Sacramento.” CAA continues to educate and solicit support from our alumni through our Cal Advocacy email channels.

CAA’s 501(c)(3) status gives us the independence to advocate for the University. CAA needs your financial support to grow our legislative advocacy efforts. To donate to CAA’s Cal Advocacy program, please visit alumni.berkeley.edu/donate/caa-fund.

Making a Difference for UC Berkeley with Alumni Advocacy

Cal Alumni Association1 Alumni House · Berkeley, CA · 94720-7520

510.643.2664 · development@alumni.berkeley.edualumni.berkeley.edu

Photography Credits:Katherine FiordalisPeg Skorpinski