HELP of Ojai kicks off a $500,000 fundraising drive today, part of its strategy to bolster the finances of the charity serving seniors, youths and needy families.

J.R. Jones, president and chief executive officer, said this year's giving program is the most comprehensive in recent years.

"It's important, critically important," he said.

Officials say the agency had relied too much on bequests and its regular store of contributors in the past. Contributions totaled close to $300,000 in the last fiscal year, compared with $500,000 in 2003-04, officials said.

This year, HELP is sending out about 7,000 letters seeking contributions instead of the normal 2,800, putting on a big-ticket breakfast to cultivate large gifts, and running a series of donor-paid newspaper advertisements featuring prominent Ojai figures.

The ads will offer pitches from actor Larry Hagman; Police Chief Bruce Norris; Ojai Community Bank Chairman John Russell; and Joan Kemper, founder and director of the Ojai Performing Arts Academy.

Jones said businesses are also getting into the act. Santa Paula Chevrolet and the Ojai Valley Inn & Spa are teaming up to sell cars this weekend at 975 W. Ojai Ave.

A portion of the proceeds will go to HELP and the Ojai Valley Youth Foundation, he said.

Development associate Kaylynn TwoTrees said traditional fundraisers will continue, but some will get a new twist.

The Pumpkin Social has been renamed the Fall Festival. It will add health demonstrations to the traditional pumpkin sales, children's events, music and food.

TwoTrees predicted that today's kickoff would be short but rousing. Musician Scott Smith will play the keyboard, and cheerleaders "from lusty middle age to their 80s" will be shaking pompons, she said. Ojai Mayor Sue Horgan and Jones planned to speak.

To mark the progress of the campaign, a wooden thermometer reaching 16 feet high has been posted in the "Y" shopping center at the intersection of highways 33 and 150. The kickoff ceremony will be held at 4 p.m. near the thermometer.

Started by volunteers 40 years ago, HELP enjoys a solid reputation for its programs but has slowed expansion and laid off four employees in the face of sliding revenues.

Jones said contributions recently have grown slightly, in part because of publicity about the charity's budget troubles.

"I think people realize we do need their help," he said.