Economic downturns are sudden and sharp reminders that public universities must shift their reliance on state appropriations to other sources of revenue. The recent economic crisis is another reminder that many sources of revenue must be sought for the continued vitality of public higher education in the United States. The ways and means for producing needed revenue encompass freeing up funds internally through a variety of approaches and creating new revenue streams. Prosperity depends on the creativity of our collective approach to the notion of revenue.