It plans to build a new major donor team that will sit within its individual gifts and donations division, and is now recruiting for a major donor fundraising manager to develop a long-term strategy for the children's charity.
The move follows a refocus of NCH's fundraising goals that has seen an increasing emphasis placed on business partnerships and high-value relationships.
The charity is now set to widen its higher income strategy and plans to invest heavily in corporate fundraising and establishing close relationships with individual donors.
"While we've had some level of major donor activity, the new team will bring a definite structure and strategy to NCH to move us forward and establish some long and beneficial partnerships,
said Tony Manwaring, director of external affairs at NCH.
"The new team will work to build a programme that complements our lower value income base. We're not replacing any of our existing activity, but this new development is part of a wider strategy that looks to build on the success we've achieved over the past decade,
The new donor team will launch the strategy by spending the next 12 months consolidating contacts and establishing new relationships, according to Manwaring.
"We're basically changing the way that NCH works. While we have our own expectations we don't want to assign any rigid targets on the new team, as we see the next year as being about bedding down and refining our major donor strategy."
Manwaring also stated that NCH was planning a shift towards a more appeal-based communications strategy to create a higher profile and clearer message for the charity.
"It's critical that we are very aware of all fundraising opportunities out there," he said. "We must be very flexible and respond to individual needs and requirements and have realistic expectations about how far we can go."
Last year, NCH split its individual gifts and donations division off from its corporate fundraising department in an effort to increase the effectiveness of its high-value fundraising.
NCH runs 480 projects around the country and works with over 98,000 vulnerable children.