Wood Green Animal Shelters, the Cambridge-based animal rescue rehoming centre, has launched its first committed-giver scheme in a bid to move away from reliance on legacies.
The charity, which has an annual turnover of £5 million, has developed a three-year strategy aiming to recruit 5,000 regular givers in the first year, with a financial target of £250,000.
The scheme will involve the charity's first use of direct mail, as well as adverts and inserts in national and local press and an online recruitment drive.
Wood Green has printed 500,000 leaflets requesting direct debit support, which will be mailed out and distributed at the charity's three centres near London.
"We have a big advantage in that we have so many visitors who have seen our work first-hand that we don't have to rely on cold mailings," said Tim Hold, marketing manager at Wood Green.
Mail packs will go to existing supporters, including legacy pledgers.