ID201 A University Fundraising Campaign to Support Strategic Priorities

The Idea

Keele University should launch a coordinated fundraising campaign looking to secure over £20 million over five years, supporting a focused set of priorities that enhance the campus, sustainability, and the student experience. 

The campaign will be aligned to the new University strategy and will concentrate on a small number of clearly defined projects where external funding can make a meaningful difference. This will enable progress in areas that are currently difficult to fund through core income alone.

Why This Idea Should Be Considered

The University faces increasing pressure on its core finances, alongside a clear need to invest in facilities, infrastructure and the overall student experience. 

At the same time, Keele has strengths that provide a realistic foundation for philanthropic activity: 

• A well-established and engaged alumni community 
• Strong civic connections and regional partnerships 
• A clear institutional identity and purpose 

Many UK universities have successfully supplemented core income through fundraising. While Keele is not currently operating at that scale, there is a credible opportunity to develop a more structured and effective approach. 

How We Would Implement This Idea

• Identify Clear Funding Priorities: Develop a small number of well-defined projects aligned to the strategy (e.g. student spaces, sustainability initiatives, targeted estate improvements). These should be clearly costed and capable of attracting external interest. 
• Strengthen Fundraising Capability: Develop a modest but focused advancement function to coordinate activity, improve alumni data, and build relationships with potential donors, trusts and partners. 
• Build on Existing Relationships: Work systematically with alumni, charitable foundations, and regional partners, building on existing goodwill and connections rather than creating entirely new structures. 
• Provide Visible Leadership and Coordination: Ensure senior leadership engagement in key relationships and maintain clear oversight of campaign priorities and progress. 
• Communicate Impact Clearly: Articulate how funds will be used and demonstrate tangible outcomes, building confidence and encouraging continued support. 

What Success Would Look Like

• Over £20 million raised over a five-year period 
• Delivery of a small number of visible improvements to campus, sustainability, and student experience 
• A more structured and sustainable approach to fundraising within the University 
• Increased engagement with alumni and external supporters