The Media Trust has created the new role of business development director to take responsibility for securing new sources of commercial income, particularly for the Community Channel.
The trust will develop a strategy to generate rapid income for the channel, as well as longer-term revenue from the corporate sector.
It has created the new role because it hopes to generate income by giving corporations the opportunity to highlight their own social responsibility through the channel.
"There are two big challenges ahead," said Caroline Diehl, chief executive of the Media Trust. "The first is to drive extra income from ventures such as sponsored programming. The second is to ensure we offer joined-up services to organisations, including training, newswire services, television production and film-making."
The trust has also rebranded for the first time since it started 12 years ago.
It has a new blue and white logo and a slogan, "bringing the media industry and charities together".
The Community Channel, which was launched in 2000, is free to view and available on Sky, Telewest, NTL and Freeview platforms. The trust believes commercial opportunities exist because the channel is generating audience response rates it describes as "encouraging".
More than 5,000 charities used the services of the trust in 2005.