President Harrison Keller, Ph.D., unveiled his new five-year strategic plan — Look North: UNT 2030 — outlining a bold vision to create enduring value for students, employers, taxpayers, and communities across the North Texas region and beyond.

Developed under President Keller’s leadership, the plan emphasizes three core priorities: Develop, Discover, and Drive. UNT will focus on developing the potential of its students and community members to meet the needs of the changing economy, discovering new insights and innovations that bridge disciplines to advance Texas’ competitiveness, and driving innovation, partnerships, and economic growth to build a better tomorrow.

“Look North: UNT 2030 reflects our commitment to guide grit to greatness,” President Keller said. “As North Texas’ largest university committed to creating enduring value for the public good, we are building new models that not only prepare students for success but also contribute solutions and leadership that benefit our region, our state, and our nation.”

With 75% of UNT’s undergraduates from the North Texas region, nearly half from low-income families and more than 40% being first-generation college students, the university has a deep commitment to providing access to an affordable, high-quality education that expands opportunities for students and communities. This commitment is reflected in UNT’s rising national recognition for advancing social mobility, including its recent jump to No. 34 on U.S. News & World Report’s “Top Performers on Social Mobility” list, as well as the university’s ongoing efforts to reduce student debt and expand financial aid opportunities.


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In conjunction with the five-year strategic plan, UNT unveiled its Better Look North student success fundraising campaign which is aimed at raising $100 million to advance scholarships, student support services, career-connected learning opportunities, and other strategies to ensure every student has the support needed to earn their degree and launch into meaningful careers. 

“By investing in people and programs that remove barriers and strengthen pathways, UNT is positioning its students and faculty to drive the future of Texas and beyond,” said Brandon Buzbee, vice president for University Advancement. “This campaign is about unlocking potential. When our donors invest in student success, they’re shaping the trajectory of our state’s workforce, economy, and communities. Better Look North is an invitation to believe in the power of what’s possible when we give talent a chance to rise.”


Through Look North: UNT 2030, UNT will:

  • Invest in Talent: Modernize curriculum, expand student success systems, and enhance faculty and staff development
  • Scale What Works: Grow high-impact programs, deepen partnerships with industry and community leaders, and connect more students to career-aligned learning opportunities
  • Accelerate Innovation: Position UNT as a national model for public higher education that turns research into real-world solutions and drives collaboration across disciplines

The plan also highlights UNT at Frisco, emphasizing strong industry partnerships and flexible program delivery to extend educational opportunities, applied research, and regional impact in Collin and Denton counties.

Implementation of the new UNT strategic plan will occur in three phases over five years, guided by measurable outcomes including student retention and graduation rates, research and innovation metrics, and alumni success in high-demand careers.