The Priestley Centre for the Arts is urging businesses in Bradford to each donate £100 to help keep the theatre going.

Bosses at the centre are considering a sponsorship scheme where seats at the theatre are named after businesses which pledge donations. The plea is part of an appeal for funds to save the theatre from liquidation at the end of this month.

The Telegraph & Argus's Save the Priestley campaign led to crowds flocking to the Priestley's production of The Cherry Orchard last week, and ticket sales and donations have raised around £5,000.

But artistic director Glen Boldy stressed the need for more fundraising and is urging businesses to join the Priestley's One Hundred Club, which was set up by JB Priestley's son Tom.

"A donation of just £100 isn't much - even for small businesses," Mr Boldy said.

"In return for that small donation, we could offer seats named after the companies."

A gift aid scheme had also been set up for people to pledge monthly donations.

He said: "People can pledge something like £5 a month. It gives us a regular monthly income. We've got some grant aid forms in the foyer, and some people who came to the play last week took them away, filled them in, and sent them back with donations. It's very encouraging.

"We have had offers of help and donations coming in since the T&A campaign started.

"It has been fantastic in raising awareness of both what the Priestley does and the help it needs. We had a good attendance for The Cherry Orchard but it wasn't a sell-out. We still need more cash to ensure our survival."

Priestley Centre chairman Brian Otto added: "The T&A campaign has been excellent in making the Priestley known to people who weren't even aware it existed. For many people coming to The Cherry Orchard, it was their first visit. I hope they continue to come.

"Only this morning I received a letter from a woman who'd never been here, but wanted to make a donation. There has been a wonderful response."

A fundraising sale of the Priestley's costumes is planned for next week on a date yet to be fixed.

For more information about the Hundred Club or the gift aid scheme ring the Priestley on (01274) 820666.