With the financial downturn persisting, traditional funding sources may no longer be guaranteed for universities, and continued viability of established public university models may be threatened. Therefore, even public universities may recognize the necessity of striking out into new territory to find not just a little extra income, but perhaps the majority of their operating income on their own. What traditional and non-traditional approaches may be used, and what challenges and opportunities will be faced as such approaches are implemented? Also, how can we make such fundraising 'sustainable'?