THE man charged with promoting Kemp Hospice has pledged to push the charity to the "forefront of people's minds" as it gears up for the biggest expansion in its history.

Next year the hospice will have to find £1.5 million a year - almost quadruple the current £400,000 annual running costs - when it moves into bigger premises and Alan Ierston's job is to make sure this bill is met.

Liverpool born-and-bred Mr Ierston, who now lives in the Black Country, is married to Brenda and has one grown-up son. He loves animals and the theatre.

The new head of marketing and fundraising said his ideas to generate more interest - and more cash - include selling Kemp-branded wine and forming a Kemp quartet to play at events for donations.

"My main aim is to have Kemp Hospice at the forefront of people's minds when they are considering making a donation or volunteering."

Next year the hospice opens its enlarged day care centre for some 18 patients suffering from cancer and other life-threatening illnesses in the former Cedars Hotel in Mason Road, Kidderminster, which will also provide a base for Macmillan nurses.

And the new site will house all staff - currently split in two locations in Sutton Park Road - under one roof.

An in-patient unit and overnight accommodation for patients' relatives will follow.

These ambitious plans mean Kemp will have to meet running costs equivalent to £3-a-minute but Mr Ierston - who has won two marketing awards in the past decade with building societies - has equally ambitious fundraising plans.

"We've got to establish Kemp as a real community player," he states.

This will mean assisting active Wyre Forest fundraisers with marketing material - even if they help other good causes as well as the hospice - to build long term relationships.

Other plans include organising commercial coach trips to destinations suggested by volunteers with profits going to Kemp.

Bringing in more money is not Mr Ierston's only objective. He aims to attract 100 new volunteers - including people helping with transport, administration and the charity's shops - in the next year.

To help drum up interest he will be emphasising the benefits of volunteering, such as meeting new people.

"I asked one of the managers of the Kemp shops why she'd chosen Kemp and she said her children have grown up and she was actually quite fearful about getting back into employment.

"But her confidence has zoomed since she's been here."

Mr Ierston is also intent on getting youngsters involved.

Attempting to break records for events including the 60-yard three-legged dash could be one way of raising interest and sponsorship.

Schools will also receive thousands of copies of the Kemp newsletter - due out this month - to distribute to pupils and their parents.

Mr Ierston, 54, is set for an "exciting" few years as the hospice expands and fulfils its potential.

"I'm grateful for the opportunity and really looking forward to the challenge," he said.