What was, until now, the charity’s policy and public affairs department has been split into two separate directorates: one for policy and one for communications and marketing.
Former head of communications Simon Bottery has been promoted to director level, as has head of policy Teresa Perchard, who becomes director of policy.
The fresh campaign, which for the first time encourages the public to make individual donations, is to be restricted to three pilot areas, in Yorkshire, Hertfordshire and South East England at first, but will be rolled out nationwide if successful.
Bottery said: ‘We know that there is a great deal of demand for the CAB’s services that we cannot meet, so we are trying to diversify our fundraising activities.’
The charity is now on the hunt for a new head of communications to replace Bottery’s old position, and for a replacement for internal comms manager Ken Gibbs, who left earlier this year to join the Strategic Rail Authority.
A head of media post and an external affairs manager role have also been created. All four positions will report to Bottery.