GEELONG hopes to raise $13 million in an ambitious fundraising project intended to make the club debt-free for the first time in almost 50 years.

At the club's season launch on Tuesday night, Cats president Colin Carter said the once-in-a-generation initiative would be called 'Our Ambition'

Under the plan, various parties including high net-worth individuals would be invited to make contributions for up to five years, to eliminate the club's debt and secure the club's prosperity for the next 30 years.

AFL.com.au understands the target figure includes existing debt incurred through the stadium redevelopment as well as the club's contribution to the stage-four redevelopment now underway.

The club also expects a shortfall in revenue in 2016 due to the reduced stadium capacity, a contribution to the AFL's revenue-sharing policy and the cost of an alternative training facility, which will add to its total debt.

However the fundraising will not be used to eliminate the Cats' gaming debt, which is dealt with separately.

Carter said the club was poised to move into a successful era on and off the field.

"This is a big initiative and we hope to be debt-free at the end of this initiative," Carter said.

"Our club has not been debt-free for a very, very long time. In fact it might be 50 years ago, so this is a very big move for us."

Despite recent financial losses and missing out on finals last year for the first time since 2006, the Cats have created a positive vibe during the off-season.

They already have 44,000 members and still hope to reach 50,000 by the end of the season.

Geelong has also targeted a return to the top four after replenishing the talent on its list.

The redevelopment of the stand will include a revamped football department, which will ensure all the club's football activities will remain at Simonds Stadium.

Geelong is also considered a destination club with four players joining from other clubs during the 2015 trade period.