This article aims to understand how the public higher education sector is dealing with new challenges, like sustainability in services provision and delivery, which means to fulfil all the functions of a university. In order to fulfil their mission and be sustainable, the public higher education sector should start an innovation process, through which they can improve their resilience to socio-economic changes. Obviously, this involves new conditions in terms of service production, which can turn into co-production, collaboration within and outside the university's organizational borders, and, eventually, partnerships with other organizations. This research studies in deep all these topics by investigating the case study of an Italian university, which has developed its own crowdfunding platform in order to sustain its functions. The results show some of the changes within the public universities' fundraising culture. Moreover, though the results relate to the context of analysis, it would be interesting to develop this study by comparing public universities located in different countries.