The Cystic Fibrosis Trust has launched a £15 million fundraising campaign which, if successful, could see the charity almost cease to exist in five years.
Scientists estimate a cure for cystic fibrosis is five years away and the charity, which employs 60 people, is using this powerful message to push its five-year strategy.
In addition to its existing fundraising target of £7 million, the charity aims to raise £3 million a year for the find-a-cure campaign.
David Stickles, director of marketing and fundraising, said: "We have got to raise this money. It is not a question of 'if'. Children's lives depend on it."
In addition to seeking new donors and upgrading existing supporters, the trust wants to secure more corporate tie-ups.
The organisation is currently Tesco's charity of the year and has enjoyed huge awareness spin-offs from having its name printed on four billion carrier bags. It is also Centrica's employee charity of the year.