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What happens when you “destroy” a tradition—and rebuild it into something stronger?
At UC Berkeley, Alex Rodriguez turned a dated senior giving campaign into an inclusive, year-round culture of philanthropy that now reaches students from their first day on campus. In this episode of Talking Tactics, host Safaniya Stevenson dives into how Alex reimagined student giving with a mix of empathy, data, and Mario-level creativity.
When Tradition Stops Working
The senior gift campaign had been a fixture at Berkeley for decades. But for many students, it was confusing, intimidating, and—especially for first-generation or low-income students—alienating.
When Alex graduated in 2019, his own first interaction with the campaign was a phone call asking for a $500 gift. For him, it highlighted a disconnect between institutional expectations and the lived reality of many students. Years later, when he joined the university’s fundraising team, he decided it was time to close the gap.
Then COVID hit the week his first campaign launched. The pause gave him the space to rebuild everything from the ground up.
Leveling Up: From Senior Gift to Student Giving Game
Alex introduced what he called “The Student Giving Game.”
The idea: stop waiting until the end of the college “level” to ask students for support. Instead, engage them throughout their entire journey so that giving feels familiar—not like a pop quiz before graduation.
Using a video-game metaphor, he reframed the donor pipeline as a Mario-style progression. Instead of chasing seniors at the flagpole, the new model connects at multiple checkpoints—orientation, student orgs, crowdfunding, and Giving Day—so by the time students reach senior year, philanthropy feels like part of campus life, not an afterthought.
Giving Beyond the Wallet
The overhaul wasn’t just about timing; it was about redefining what “giving” means.
Alex’s team emphasized time, talent, and treasure equally. Students could participate as crowdfunding leaders, social ambassadors, or volunteers—roles that build understanding of fundraising while developing communication and leadership skills.
Contests like “Big Give Reels” invited students to create short videos promoting their causes. The first year brought 12 videos and 70,000 organic views. By 2024, the contest had grown to 57 videos and nearly 400,000 views—with just $500 in prize money.
For a generation fluent in social content but cautious about finances, this was the perfect entry point.
Metrics That Moved
The data proved the shift was more than cultural—it was measurable.
Before the change, senior donors outnumbered underclassmen. By FY25, the trend had flipped:
- 1,515 non-senior donors compared to 361 seniors
- Nearly 30% of donors were first-year students
- 87% of total student giving happened during campus-wide events like Big Give
And that’s only counting monetary gifts. Volunteer participation is still being quantified—but early signs show strong engagement across all class years.
Making Philanthropy Part of Orientation
One of the most successful tactics came from embedding philanthropy into the student orientation experience.
Every incoming student now completes a short online course introducing them to Giving Day, volunteer opportunities, and the role of philanthropy in supporting their community. Within just a few years, first-years became the most active giving cohort on campus.
Early exposure, Alex explained, makes giving a norm—not a surprise request senior year.
Building a Culture That Lasts
The rebrand from “Senior Gift” to “All Student Giving” wasn’t just cosmetic. It reflected a deeper mindset shift: giving as community participation, not obligation.
Alex built his strategy around three core pillars:
- Education – Teaching students the “why” behind giving
- Participation – Offering multiple ways to engage beyond money
- Advocacy – Empowering students to champion causes they care about
He also created educational objectives that every message and event ties back to, including the importance of impact, alumni support, and multiple paths to contribute.
Results That Speak (and Go Viral)
UC Berkeley’s fundraising presence has become both more inclusive and more visible. The latest Giving Day raised nearly $300,000 from over 1,100 donors, up from $60,000 just the year before.
The biggest sign of success? Students themselves—and even alumni—started promoting the campaigns organically. One Reddit post celebrating Berkeley’s mascot helping raise $300K became a viral feel-good moment for the entire campus community.
Culture change, as Alex puts it, can’t always be quantified—but you can feel it when the conversation shifts from “Why are they asking me for money?” to “Oh, it’s Giving Day again—let’s see how my team’s doing.”
Key Takeaways
- Reframe the ask: Don’t wait until senior year—start engaging early.
- Expand definitions of giving: Value time and advocacy alongside dollars.
- Use culture as strategy: Contests, social media, and orientation can normalize philanthropy.
- Align with institutional events: Piggyback on Giving Day to maximize visibility.
- Measure what matters: Track both donors and participants to tell the full story.
🎧 Listen to the Full Episode
Hear how UC Berkeley’s Alex Rodriguez turned a dated tradition into a dynamic, inclusive student giving movement in Talking Tactics, Episode 61.
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