Arthritis Care has launched a new five-year recruitment strategy in a bid to widen the age range of its supporters and generate funds.
Traditionally, the charity has relied on older donors and focused on the over-70s, but the new campaign is designed to include the over-50s.
"We target those who suffer from arthritis or who have had experience of it," said Jo Brackenbury, head of supporter development. "This has meant that our donor base is high on the age scale."
If the strategy is successful, the charity will target the under-50s.
The new approach was inspired by a successful information campaign last year, which prompted 380,000 responses.
"The reaction was beyond our expectations and made us realise that we could improve on our acquisition rate," she said.
The strategy is expected to begin this month and will be handled by advertising agency TDA. Newspaper inserts will be used for the first time in the charity's fundraising history and will be accompanied by direct mail packs.
Arthritis Care will also flag up its range of services to donors with the disease in communications materials for the first time.