Sargent Cancer Care for Children's new head of fundraising plans to increase its £7m fundraising income by 15 per cent.
Myles Bremner, who started this month, said the charity will attempt to raise an extra £1m in the next financial year. He intends to spend an additional £250,000 per year for five years to achieve this.
The charity has hired six more regional staff and will partner Cancer Research UK for Children's Cancer Month in December for a series of fundraising activities.
These include a Christmas concert at the Royal Albert Hall that should raise £60,000, with a further £100,000 coming from companies selling raffle tickets, with the prize of a morning off work.
They are also hoping to raise £100,000 through a sponsored sing in schools, which will see 1 million children sing a specially commissioned song, For a Better Tomorrow, at the same time.
Bremner succeeds John Trampleasure, who left almost a year ago to join Brooke Hospital for Animals. He joins from St John Ambulance, where he was head of operations. He also spent two years as its fundraising development manager where he boosted revenues from £4m to £6m.