The agency has been appointed by the Council for Advancement and Support of Education (CASE) to raise awareness of the scheme.
The Matched Funding Scheme aims to encourage charitable giving to universities, by allowing donations to be matched by up to £200m in government funding.
Financed by the Higher Education Funding Council for England, the campaign will launch in mid-May and is intended as an umbrella activity to raise awareness of universities' charitable status and the difference donations can make.
Kindred, headed up by MD Nick Mustoe, will work closely with CASE and other partners to deliver the creative identity for the campaign, a website and an integrated PR and social media programme.
Planned activity includes an autumn awareness week, profiling donors and beneficiaries in the media and generating targeted news stories.
CASE Europe executive director Kate Hunter said: 'We're looking forward to building a campaign that showcases the impact giving to universities can make.'