The charity will begin by trying to identify the behaviour of its core donors so it can approach them more skilfully in future. It has appointed agency Cascaid to review its database.
"We are looking at possible research projects across segments of existing donors to discover why they support us, what type of people they are and what motivates and engages them," said Amanda Oates, head of data at the agency.
She said the review would focus on previous appeals and responses to discover successful strategies.
"It's about placing the supporter at the heart of the charity's activities," she said.
The charity plans to launch a recruitment drive for new donors in May, and another in June targeting existing donors who have given recently.