The charity has reorganised its fundraising department into four sections: a high value giving team dealing with major donors; an individual giving team for donors who give by mail; a partnership fundraising team that will work with corporate partners; and a fourth team that will focus on commercial income from the society's online shop, publications and the provision of daily living equipment to beneficiaries.
The new strategy, which focuses on donor relationships and staff development, comes after a period of internal and donor reviews.
As part of the review, the organisation will offer full funding for staff wishing to take the Institute of Fundraising's Certificate in Fundraising Management.
"By having the new structure and a skilled team, we will be able to move resources quickly into areas where opportunities arise," said Jo Swinhoe, director of fundraising. "It will also give us the ability to improve evaluation of past, present and future activity, which means we will raise more money."
She added that, despite a 10 per cent year-on-year increase in fundraising income since she joined in October 2005, the changes were vital to help meet growing demand.
"Our campaigning work and the work we have done in raising awareness have created a need for service, and we need to be able to respond to that by raising more money," she said.
- £22m Alzheimer's Society voluntary income 2005/06
- 25,000 Number of members, all with experience of dementia
- 51 Place in list of top 500 charities, Charity Trends 2007, from CAF
- 25% Expected increase in voluntary income
- £27.5m Future voluntary income if increase is achieved.