Norwood, the Jewish care charity, has launched a £100,000 appeal to commemorate the 50th anniversary of its Ravenswood Village programme.
"Many of our current supporters came to us after we merged with Ravenswood Village in 1996," said William Jones, head of marketing at Norwood.
"It is important that we let them know the village is still a vital part of the charity, which deserves to receive proper funding. The proceeds of the appeal will go towards revamping facilities at Ravenswood Village, and it is being represented as an extraordinary campaign asking regular supporters for a one-off cash gift.
"I think people will respond, not only because many have a historical association with Ravenswood, but because the appeal will reiterate the importance of the services the village provides," said Jones.
Sent out as a direct mail pack and an online campaign, the fundraising appeal asks people to remember the services the village has provided disabled adults over the past 50 years, and asks them to help ensure that Norwood can continue these services for years to come.
"We tried to get as much of the emotional experience of going to Ravenswood in the appeal as possible," said Jones. "We wanted to take our supporters back to 1953 and show them what it was like then, so we can make our case for communicating what services need to be replaced."