About the Episode
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About the Episode:
What happens when a fundraiser decides to end one of higher ed’s most sacred traditions—the senior giving campaign? In this episode, Safaniya sits down with Alex Rodríguez from UC Berkeley, who made the bold move to shut it down and rebuild student giving from the ground up. From pandemic pivots to Mario-inspired metaphors, Alex shares how he turned a once-obligatory tradition into a culture of authentic student philanthropy. Tune in to hear how rethinking generosity, meeting students where they are, and redefining “giving” beyond dollars changed the game entirely.
Key Takeaways
- Reimagining senior giving leads to better student engagement: UC Berkeley saw a shift from a senior-only campaign to an all-student giving model that dramatically improved participation.
- Gamification drives results: The “Student Giving Game,” inspired by Super Mario Bros., reframed student philanthropy as an interactive and familiar experience.
- Start early, not at graduation: First-year students now make up 29% of student donors—thanks to integrating giving education into orientation programs.
- Giving is more than dollars: Time, talent, and digital advocacy (like sharing on social) are now recognized forms of giving, with internal systems evolving to track them.
- Social media tactics can yield massive ROI: The Big Give Reels contest grew from 70,000 to 400,000+ organic views in just a few years, all for a $500 prize.
- Data supports the shift: In FY25, UC Berkeley received 1,515 gifts from non-seniors compared to 361 senior donors—reversing the historical trend and proving the new model works.
- Small shifts in tone and timing matter: UC Berkeley's proactive, student-centered messaging reduced negative responses to giving appeals.
Episode Summary: From Tradition to Transformation—Rewriting the Rules of Student Giving
Why did UC Berkeley sunset its traditional senior gift campaign?
Alex Rodriguez knew from personal experience that the senior gift campaign was confusing, out-of-touch, and even guilt-inducing for many students. The traditional telemarketing approach—with first-time asks as high as $500—left students feeling pressured and alienated. As a first-gen, low-income student himself, Alex recalled donating $20.19 just to feel part of the tradition, even though it felt more obligatory than meaningful. This outdated tactic wasn't just ineffective—it was tone-deaf to the financial realities students face today.
How did UC Berkeley reframe student philanthropy?
Alex introduced the concept of the Student Giving Game, a clever metaphor built around the Super Mario Bros. video game experience. Rather than asking seniors for money right before “graduation jump,” UC Berkeley began engaging students throughout their academic journey—Freshman through Senior year. Giving was no longer a final exam; it became a natural part of the college experience. The metaphor made giving familiar, digestible, and—most importantly—fun. This framing helped elevate giving from a transaction to a tradition.
What tactics helped shift student giving behavior?
Three standout tactics emerged:
- Gamified Campaigns: Campaigns like Big Give Reels encouraged students to create and share Reels to support their student groups. In 2022, 12 Reels yielded 70,000 views. By 2025, 57 Reels garnered over 400,000 organic views—all with a prize of just $500.
- Early Engagement through Orientation: Embedding philanthropic education into orientation programs allowed students to connect with giving values from day one. First-years were introduced to the culture of philanthropy before stepping on campus.
- Multi-Modal Giving Opportunities: UC Berkeley expanded its definition of giving to include time and talent—not just treasure. Students could serve as crowdfunding leaders, Giving Day ambassadors, or even social media influencers. This opened doors for broader participation and long-term pipeline development.
What metrics demonstrate the success of this strategy?
In 2015, the senior gift campaign drew over 1,000 donors. By 2020 (amid COVID), that number dropped to just 238. However, during that same year, non-senior giving rose to 459. Fast forward to FY25: UC Berkeley received 1,515 gifts from non-seniors and 361 from seniors. First-year students alone now make up 29% of all student donors. And again, these are monetary gifts only—not including social or volunteer contributions. That’s a powerful reversal fueled by intentional engagement and authentic storytelling.
How did the campus community react to the changes?
Although there was initial resistance from leadership, the strategic rebranding of student giving—with a focus on education and experience over ask amount—won people over. One internal win? UC Berkeley’s advancement systems are now working to track non-monetary forms of engagement, like volunteering and digital ambassadorship. And perhaps the biggest cultural indicator of success? A positive Reddit thread praising UC Berkeley’s mascot-led giving initiative—a rare and powerful sign that the student body not only accepts but celebrates the new approach.
What advice does Alex have for advancement teams wanting to try this?
- Start with a framework: Develop a clear mission, vision, and set of educational objectives for your giving strategy. Make giving familiar—not foreign.
- Partner with orientation leaders: Getting access to students early builds long-term cultural buy-in.
- Leverage what’s already working: Use Giving Days and crowdfunding platforms as a foundation—don’t reinvent the wheel.
- Quantify the culture shift: While culture is hard to measure, surveys, donor trends, and sentiment analysis can help justify the shift.
- Be the “game” person: Alex became known internally as the “student giving guy”—this visibility helped get others onboard and keep the strategy top-of-mind.
Connect With Our Host:
About The Enrollify Podcast Network: The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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