The charity is looking to recruit a fundraising director to run the appeal, which is designed to raise up to ?xA3;10 million to help Battersea Dogs Home extend its London centre and develop new services.
The move follows a sustained programme of expansion that has included the opening of two smaller centres in London. Up until now the dogs home has never undertaken proactive fundraising and has become uneasy about relying solely on income from legacies and gifts. At present legacy donations account for 90 per cent of its annual income.
"Our present situation where the vast majority of our income is generated from legacies is a risk that needs to be balanced,
said Duncan Green, chief executive at Battersea Dogs Home. "We're seeking to redress this with the launch of a fundraising team and will look to develop strong donation-led campaigns."
The organisation intends to build an active base of regular givers, and will seek new supporters through the initial capital appeal. Although targets will not be set until the head of fundraising is in place, Green stated that the charity expected "significant
returns within the year.
The charity will continue to grow its legacy income, and will also look to develop its major gifts income. It has already launched several high-profile campaigns to raise awareness of the plight of the animals taken in by the home.