Proponents of 87 included Laura Keegan Bordeau, CEO of the American Lung Association of California, Winston Hickox, former Secretary of the California Environmental Protection Agency and Jamie Court, President of the Foundation for Taxpayer and Consumer Rights (now Consumer Watchdog (USA).
Most of the "Yes on 87" campaign was funded by Steve Bing, a real estate developer, film producer, and philanthropist, who contributed US$39,058,000 as of October 23, 2006.