Acorns provides one-to-one professional care and support for children with life-limiting illnesses and their families.
The charity currently runs two hospices in Birmingham and Walsall, West Midlands, and plans to open a third hospice in Worcester in 2004 to cater for 150 families living in Herefordshire, Worcestershire and Gloucestershire.
The children's hospice needs to raise £4 million through its capital campaign, which has been branded the "Three Counties Appeal".
The charity has appointed direct marketing specialist Target Direct to support other fundraising activity and test a cold mail campaign. The mail-out will target around 10,000 potential donors who reflect the lifestyle profile of Acorns' supporter base of people over 50 with children or grandchildren.
The creative focuses on the need for a further hospice to serve the three counties and features a case study of a nine year-old boy called Robert, a regular visitor to the Birmingham children's hospice who has difficulty travelling. He lives in Worcester and so the new hospice will be within close proximity and will be much more convenient and accessible for him and his family.
Prospective supporters are asked to make a cash donation of £15, £25 or £50 to help build the hospice.