The Big Issue Foundation is launching a new campaign to convert readers of The Big Issue into regular givers.
The foundation used to concentrate on launching fundraising drives asking for one-off cash gifts. It now wants to build a supporter base of monthly donors to create more sustainable income.
"A lot of readers still don't know about the foundation and the work we do," said Sarah Miller, head of fundraising at the Big Issue Foundation.
The charity has appointed advertising agency TDA to develop a direct mail programme.