Marie Curie plans to increase its fundraising income by 30 per cent to help it more than double the number of people it supports over the next five years.
The end-of-life charity said its new five-year strategy, which aims to increase the number of people it cares for from 44,000 to 100,000 a year, was also being supported by an updated brand.
The charity also said it wanted to more than double the reach of its free information and support service to 4.4 million interactions a year.
Marie Curie’s total fundraised income was £93.4m in the year to the end of March 2022, so it would need to increase funds by £28m to meet the 30 per cent target.
Asked what the charity will do to meet the fundraising target, a spokesperson said: “We are aiming to bring in higher levels of income across all streams. In fundraising we are looking to grow philanthropy, legacy, corporate and individual giving.
“These are all areas we currently operate in but are looking to increase activity over the coming years.
“At the same time, we are being focused on our key strategic priorities, being relevant and engaging more people through our work, supporting our 10 place-based teams across the UK, and being better integrated nationally and locally.”
The spokesperson said the charity was working with local teams to determine the level of staff and volunteers that would be needed to meet the demands of supporting more than twice as many people each year, but no figures were yet available.
The 75-year-old charity, which said it was the largest charitable employer of nursing staff in the UK, has in recent years expanded its end-of-life care services to include anyone with an illness they are likely to die from.
Maria Novell, chief innovation, income and engagement officer at Marie Curie, said: “Marie Curie’s mission is to close the gaps we see in end-of-life care so no one misses out in the final years, months, weeks and days of life, or when bereaved.
“Currently, every five minutes, someone dies without the care and support they need. That‘s an estimated 150,000 people every year and, due to our ageing population, it is getting worse.
“To help us deliver this ambitious strategy we have updated our brand visuals and key messages to ensure we reach the people that need our help, drive change and raise more money.
“Marie Curie is one of the most trusted charities in the UK. However, many people simply do not realise we can help them at the end of life, no matter the illness, as they still see us as only providing cancer support.
“Having a strong brand that engages a broader audience in understanding what we do, and the impact we want to make, is critical to the success of our new vision and strategy.”