The present study examines the requirements and processes in fundraising at German universities, particularly considering the concept of Customer Relationship Management (CRM). The results serve as a basis for specifying a fundraising module in a medium-sized software company that plans to expand an existing CRM industry solution for alumni management. The research question was: What fundraising processes can be identified at universities, and how can these be implemented based on the CRM approach? Building on a comprehensive literature review that explains German universities, higher education marketing, as well as fundraising and CRM, the two topics of fundraising and CRM are integrated within the context of higher education. In this context, universities are viewed as service providers along with two of their key stakeholders.