The Lincolnshire Echo is pleading with readers to donate cash to a fighting fund to secure the future of ailing Lincoln City FC.

The paper reported on Thursday how the club was seeking permission to go into administration.

And for the weekend it launched the Save the Imps fund with a front page splash, glossy A4 brochure and a plea to businesses, clubs and individuals to send in whatever they can afford.

A special Echo supplement is also planned, with proceeds going to the appeal.

The Echo was also asking City fans everywhere to turn out in force on Saturday to help provide enough cash to enable the Imps to survive the 17 days leading up to the planned High Court hearing on April 29, when a judge will decide whether to grant the club a period of administration to turn themselves around.

The football club’s chairman, Rob Bradley, is in the role because of a previous Echo campaign to give supporters a say in their club with the Community ownership programme – and now he’s having to go to court to ask for administration.

Editor Mike Sassi said: “The straw that broke the camel’s back for City was the ITV Digital saga.

“But the truth is that football simply can’t pay its way, and Lincoln is launching a pre-emptive strike because they don’t want to trade while insolvent.

“There is a £1.2m turnover and £1.8m of that goes on wages. There are at least four players there who earn more than £1,000 a week.”

“The plan to make Lincoln City Britain’s first community-owned league club has failed.

“The club is now paying the price for short-comings where it really matters in football – on the pitch.

“The original idea of a community-owned club was fantastic. But the reality has proved very different, as another desperately disappointing season has resulted in falling attendances. This has blown holes in the board’s plan to build for the future and made businesses reluctant to invest.

“The Imps are in a mess, which is why the Echo has launched the Lincoln City Fighting Fund to help save the club from extinction.”

He said the city was on the up, adding: “The reaction to this news from fans has also given cause for hope.

“Supporters have been quick to rally round and a march was planned before Saturday’s final home match of the season.

“The last thing we need now is to lose our football league club.”