Mencap aims to recruit 15,000 new donors with a direct marketing drive highlighting the housing crisis facing thousands of adults with a learning disability.
The campaign will be launched to support National Disability Week, which runs from 17-23 June. The charity will contact potential donors using door drops and by sending personalised messages to existing supporters to reach a target of £2.5 million by the end of the year.
"We are actively encouraging people to make a small monthly gift,
said Julie Ekman, direct marketing manager at Mencap. "We value all donations of any amount but regular gifts allow us to better plan for the future."
The appeal tells the story of a middle-aged man with a learning disability who is forced to move home and is helped by Mencap to find new accommodation.
Mencap will raise awareness of its campaign through 1 million media inserts in magazines, newspapers and billboard advertising.