Habitat for Humanity, the US-based charity, aims to recruit 10,000 new UK supporters through its first major fundraising drive in September.
The charity, which builds housing for disadvantaged families, starts its campaign with a one million insert campaign that will appear in lifestyle and trade press including building and renovation publications.
A direct marketing drive is being launched alongside the insert campaign asking for cash gifts to develop the charity's building projects across the UK.
"For the first year, our main performance indicator will be the number of donors we bring on board,
said John Grain, fundraising director for Western Europe. "The first step is to build a strong donor base which we hope to convert to regular givers over the next few years."
The charity also plans to launch a TV campaign in January 2003 specifically asking for monthly donations and explaining how regular giving can help low-income families to find decent housing.
"We're working with our agency on a proposition to communicate our work to a wide cross-section of people,
"Research shows that people often don't recognise the link between decent housing and improved living conditions such as clean water and proper sanitation. We're a huge organisation in the US and we're looking to replicate this influence in Europe.