Hospitality Action, the charity which helps hospitality industry staff, has set itself a fundraising target of £1.8m this year.
The organisation is celebrating its 180th anniversary in 2017, having been founded in 1837.
Suggesting that industry companies nominate it as their charity of the year is one of the ways it believes it can reach its target. This would involve firms fundraising at their own events or at their workplaces.
Hospitality Action also encouraged industry representatives to take part in fundraising challenges this year.
It is already involved with the Great Manchester 10k Run, the British London 10k Run and the Prudential RideLondon-Surrey 100, as well as the 2017 Le Tour de Cuisine Cotswold Cycle Challenge, which starts and finishes at Beaufort Polo Club in Gloucestershire, with a choice of four routes ranging from 20 to 100miles.
The charity offers alcohol and drug awareness seminars for hospitality students, a grants programme for financial help, a retiree scheme called Our Golden Friends to help combat loneliness in older age, and an employee assistance programme, offering care and assistance 24/7.