The Incoming Family Discovery Journey Partnership at UC Berkeley aligns with our efforts to create inclusive prospecting streams and to provide all families an opportunity to engage in a philanthropic conversation. In 2024, the Partnership screened incoming undergraduate families for philanthropic potential. This collaboration between the Pipeline Development Team and the Parent and Family Philanthropy (PFP) Team serves as a model for other institutions. Targeting families without a High Net Worth Parent (HNWP) code, portfolio assignment, or $250,000+ rating, the goal was to identify new prospects for the Parents Council and Cal Parents Board, expanding our donor pipeline. Families received a survey to gauge philanthropic interest. Responses were scored and categorized. Then, high-scoring families were invited for qualification interviews. Interested families were connected with a PFP gift officer. Out of 7,653 families invited to take the survey, we received nearly 900 responses. Of these, 63 families expressed interest in joining the Cal Parents Board at the $10,000+ level. We invited about 400 families for qualification meetings, resulting in 28 meetings. Two families qualified for a gift officer portfolio, and 21 were added to cultivation mode. In the first four months, over $35,000 was raised, with ongoing conversations and relationships being built.
From the Judges
This was a low-cost initiative with a clear strategy and strong communication. By pairing assessments with quantitative and qualitative data, along with good follow-up, UC Berkeley was able to create a holistic parent-engagement opportunity. This campaign clearly understood the institution's culture but could be adapted across many settings. Strong work!
