ChildLine has set an ambitious target of a 33 per cent increase in fundraising in its first year as part of the NSPCC.
The charity, which was founded in 1986 by Esther Rantzen, aims to raise £20m - £5m more than it achieved last year - and has set up a ten-strong fundraising board to oversee the task.
Relationships with media companies are expected to generate much of the extra revenue, and membership of the board reflects this.
Called ChildLine 20, the board is chaired by Tom Toumazis, managing director of Buena Vista International Television, and includes Georgina Harvey, managing director of Trinity Mirror, and Philippa Brown, managing director of IPC tx.
"We're very confident of reaching the target," said Brendan Paddy, a spokesman for ChildLine. "We have some extraordinary things planned for the year ahead, but we aren't in a position to reveal them yet."
Paddy said ChildLine was already feeling the benefits of being part of the much larger NSPCC. "It gives us a great deal of security," he said.
"Previously we were trying to survive without any substantial reserves, which was dangerous to say the least."
About 4,500 children call ChildLine each day, but the charity has only enough money to deal with 2,500.