Healthcare charity Sue Ryder is recruiting professional fundraisers to be based at its care centres, as it focuses on increasing support for its specialist hospices and neurological services.
Since 2003, the charity has created 14 regional fundraising posts. Four more should be in place by June, as it attempts to take a more strategic approach to funding.
Most of the charity's annual voluntary income of £13m comes from individual donations, and the locally based fundraisers will be engaged in "classic community fundraising", a spokesman said.
The charity's central fundraising team will continue to work on national projects as well as provide support for regional funding appeals, using direct mail and networking events for key supporters.
The charity has to "plug the shortfall between what it is paid from social services and primary healthcare trusts, and what the service costs, which can be quite a lot", he said. Each centre negotiates its fees with the statutory provider.
The new community fundraising posts will bring increased income into its centres within each locality, said head of fundraising Deborah Dow.
"We're investing in the future of the charity to continue providing high-quality care that goes way beyond statutory requirements - community support is our future."
Sue Ryder delivers care to people with cancer, MS, Huntington's disease, motor neurone disease and other brain injuries. The charity has 18 care centres and 430 shops around the UK, and supports international projects in 11 countries, mainly in Eastern Europe and Africa.
A report commissioned by the charity and published last month showed a need for more sustained funding for its hospices and neurological care.