WWF-UK is aiming to reach an untapped market of 'cautious conservationists' by overhauling its fundraising strategy and telling people about its wider environmental work.
Historically, WWF-UK has relied on appeals about endangered species to generate most of its fundraising income. But this has failed to engage a large number of potential donors who don't realise the charity also works on broader green issues such as climate change and toxic waste.
WWF-UK is launching a range of campaigns to highlight links between global environmental threats and the destruction of natural habitats.
"We know we can be very successful using endangered species to persuade people to support us, but this leaves out a huge tranche of our work," said Steve Andrews, head of consumer fundraising at WWF-UK.
"There's potential for us to appeal to cautious conservationists who are concerned about what's happening to the world, but don't necessarily agree with the direct-action approach of other bodies such as Greenpeace."
Andrews said that the charity would be careful not to alienate its existing supporters who consistently donate to WWF-UK's traditional fundraising appeals.
"That work will remain the key indicator of our success," said Andrews.
"But it's our responsibility to flag up the link between things that are happening at home, such as climate change and flooding, and the extinction of species."
Advertising agencies BMP and WWAV Rapp Collins have been appointed to oversee the repositioning, and WWF-UK expects to launch new adverts and direct mail the run-up to Christmas.
"We're still unsure whether to go for a big relaunch or slowly integrate new work into the public arena," said Andrews. "But I firmly believe that we have a great opportunity to try to get WWF-UK moving up the fundraising league table and to show people our cause is vitally important."