Leeds is one of Britain's most popular universities

Thirty students currently on courses at the university are telephoning 3,000 alumni asking for donations.

The money will be used for scholarships to attract exceptional students as well as those facing financial hardship.

Another 30,000 former Leeds students will be sent leaflets asking them for donations.

Prominent Leeds graduates including the writer Richard Hoggart and the journalist Richard Quest are supporting the campaign.

Head of alumni relations, Jayne Glennon, said: "Current students ring up alumni from their own subject and talk about how students can benefit from donations.

"One woman of 95 said she was delighted to be given the chance of helping others."