The Bible Society is launching a hard-hitting recruitment drive as part of its efforts to bolster its profile in the UK and move into more active community work.
The charity will for the first time look to develop a specific fund-raising strategy that will raise revenue to help develop local projects and expand out from its traditional role of distributing bibles.
The move follows a major rebranding by the Bible Society in 2000, which saw it refocus on raising its domestic profile while maintaining its international links with other religious organisations.
New creative designed by Target Direct aims to appeal to new supporters with the message that the Bible has a real relevance to people's everyday lives.
"It's a brave step forward for a charity with a very traditional history,
said Paul Farthing at Target Direct. "This is the first step in a drive that will see the society moving forward with a more high-profile message that we hope will reach those who need help."
The packs will include case studies designed to reflect the different ways that bible teaching can help those in need of help and comfort. The charity asks donors for support through a cash gift or prayer.
The three-year fundraising strategy will include the implementation of a legacy and major donor appeal, a large-scale rolling acquisition programme and a campaign to convert first-time supporters to committed givers.