Age Concern's trading arm is more than doubling its marketing budget to £6 million in a bid to attract more customers to its products and services.
Age Concern Enterprises, which has 1,000 outlets across the UK, sells a range of products to the over-50's including insurance, energy, financial services, personal alarms and funerals. It has a turnover of £120 million and puts its profits back into the charity.
ACE is aiming to generate further awareness and ultimately increase funds for Age Concern by increasing its customer base by targeting those aged 50 to 60 and more affluent people, who do not traditionally use its services.
The charity's trading arm is considering the use of direct response TV and radio for the first time through its agency WWAV Rapp Collins.
ACE spent £2.5 million last year on advertising its products.
The enterprise is looking to recruit five extra marketers to step up its activity.
Age Concern recently undertook a campaign called Fight the Freeze, which asked people to donate their foreign currency. So far the campaign has raised more than £500,000 for the elderly.