The Cricket Foundation's Chance to Shine campaign is looking to raise £250,000 from members of the public in 2008 and has hired sports specialist Pitch PR to manage a national PR and fundraising campaign.
Pitch won the account after a competitive pitch. The agency will raise awareness of activities at schools and cricket clubs around the country and devise and implement a nationwide fundraising campaign.
The summer-long initiative, which has yet to be formally announced, will launch in London on 20 May.
Chance to Shine has the backing and support of a number of high-profile individuals from sport, film, showbusiness and politics, including Mervyn King, the governor of the Bank of England, Monty Panesar and Ian Botham.
The appointment comes as Texan billionaire Sir Allen Stanford is in talks with the ECB to bring a multimillion-pound tournament to the UK.
Chance to Shine director Nick Gandon said: 'The appointment of Pitch is a significant stage in our growth and demonstrates that we believe the time is right to step up our fundraising efforts and communicate our message to a broader audience.'