The Duke of Cambridge made the plea in a YouTube.com video message released on Monday (21Jan13) by bosses at The Royal Marsden Hospital in London.
Prince William has been a patron of the hospital since 2007 and has started the ambitious appeal to raise the cash over the next 10 years in order to fund the facility's ""amazing work"".
He says, ""I am extremely proud to be president of the Royal Marsden, an incredible hospital and a world-class cancer centre, carrying out ground-breaking work influencing the treatment of cancer patients all over the U.K. Please help them continue their amazing work as a centre of innovation and help make a difference for people with cancer everywhere.
""In 2013 The Royal Marsden Cancer Charity is celebrating a decade of innovation, looking back at 10 years of pioneering developments they have funded, and looking forward to the next 10 years of innovation and personalised treatment. The charity needs to raise £100 million if they are to make this a reality. This year please help the Royal Marsden to continue their amazing work.""