The new program is called the "Scholarship Seating Program" and requires a tax-deductible Wooden Athletic Fund donation for all seats which have seat backs. Specifically, the seating sections involved are Sections 1-H to 6-L on the East (Sunny) side and Sections 15-H though 22-L on the West (Shady) side.
In addition to adding donation requirements for sections that previously did not require one, this is a complete realignment of the existing sections that previously required a donation.
What has happened over the years is that UCLA has grandfathered football season ticket holders into the donation level that was in effect when they first purchased their tickets. This has resulted in great disparity in donation requirements for season ticket holders who may sit in the same section. As an example, a season ticket holder who has purchased tickets every year since UCLA first moved into the Rose Bowl in 1982 on the 50 yard line has not been required to make a contribution at all since the donation requirements were implemented in 1989. Meanwhile, a season ticket holder who upgraded to the seats in the same section last year would have been required to contribute $2,500 per seat for seats right next to the first STH.
As a result of this realignment, the contribution levels per seat have been reduced (and reduced substantially) for many sections. These seat maps show the 2014 and 2016 contribution requirements.
The Athletic Department has set up a website with full details on the new program.
UPDATE: For further thoughts on the Scholarship Seating Program, please read my other article on this change.