Evangelical charity Church Army is launching a new fundraising strategy focusing on expanding its support among individuals, as it tries to overcome a long-term deficit.
The charity's traditional work through churches in support of its general funding is shifting toward appeals to individual Anglican parishioners to support the work of specific evangelical projects.
For its £300,000 Christmas appeal, the Army is urging its 4,000 parish supporters in the UK and Ireland to pray for and fund the work of its evangelicals.
The charity has 17 projects, which involve older people, young people, ex-offenders and the homeless, often in partnership with local and specialist organisations.
The Army's 2004 annual report revealed a £2.1m income shortfall, cushioned by a £3.2m net growth in its investment and property portfolios, but the Army's company secretary, James Archer, said that the charity is running out of properties to sell without harming its work. "Individuals want to support individual projects, so they know where their donation is going," he said.