Action Research is undertaking a £30,000 brand makeover to head off competition from single-issue charities and boost funds.
The charity has been renamed Action Medical Research in order to highlight its work. The revamp includes a new logo featuring a blue 'action' button and the strapline 'give and let live'.
The charity is seeking to double its research funding to £4m through boosting committed giving, along with a face-to-face drive to attract 15,000 new supporters.
It recorded a 9 per cent rise in income last year to £4.4m, generated by initiatives including restructuring and creating a leaner community fundraising operation.
Its research has led to breakthroughs such as the UK polio vaccine and ultrasound scanning in pregnancy.