The Fundraising Standards Board is planning a national and regional advertising campaign to tell the voluntary sector and the public more about its new self-regulation scheme for fundraising.
Samantha Wilson, a television and internet marketing specialist, has been appointed marketing manager in preparation for the campaign.
Wilson will work alongside Jon Scourse, the board's director, to lead the drive to persuade Institute of Fundraising members to join the scheme in June.
They then plan to launch the scheme to the public in October.
Wilson declined to give details of the planned campaign, but she said the board was aiming to be innovative.
"We don't know how the public will react," she said. "But we want to make a big splash - and for the scheme to be as visible as possible."
Members can indicate their intention to sign up before the launch, and Wilson said the NSPCC was among those that have indicated their intent do so.
A specialist in direct marketing and web promotions, Wilson has previously worked in marketing for Channel 4 and Discovery Online.
The board is holding a series of breakfast briefings in London between now and July to promote the scheme. It is also visiting institute members outside London to make presentations about the benefits of joining.
"Many charities have concerns, such as when to add our 'tick' logo to their fundraising material," said Wilson.