East Winch began caring for seals in 1988
The RSPCA East Winch Wildlife Centre is appealing for unwanted towels, which will be used to care for sick and injured seals.
The centre is currently looking after more than 50 seals along with 280 other animals.
"Towels and blankets are vital to our staff when handling seals - they also provide much needed warmth," said Alison Charles, centre manager.
The Norfolk wildlife centre says it is using more than 100 towels a day.
There are more than 20 seals in the intensive care unit, each being fed six times a day, and fresh towels are needed at each feed.
"There is also a very serious message here, because without the towels the work that we do could be hindered - the towels really are that important for our day-to-day work," said Miss Charles.
Along with donations directly to the centre itself, collection points for towels have been set up at Tesco stores in King's Lynn, Gaywood, Downham Market and Fakenham as well as BBC Radio Norfolk's reception at The Forum in Norwich.