Although American universities are charged with being the bastions of knowledge and the gatekeepers for career success, they struggle daily with financial realities that threaten their very existence. In order to keeps their doors open universities have been forced to explore new and innovative fundraising ideas. This article discusses the most prominent and innovative money making ideas on the nation's university campuses by taking a closer look at specific funding sources such as big time sports' programs, outside funded research projects, and new ideas that include even valet parking. The article then discusses the impact these fundraising activities can have on the academic mission of a university. As part of this discussion the article explores the fine balance that universities attempt to maintain between academically sound practices and necessary funding initiatives. The article also looks closely at the rationales that universities utilize when implementing ideas that have questionable academic value. After much discussion the article concludes that the hard core reality is in today's difficult economic times the academic sector will support ideas that provide little or no academic benefits to students as long as these ideas are still viable means to bring in funds to a university.