Children in Need is offering small grants of up to £10,000 a year for three years for third sector organisations working with children and young people.
It is the first time the organisation has run a UK-wide small grants programme, and follows a pilot in Scotland. The scheme is designed to reach organisations that have not previously considered applying for Children in Need funding.
Grants will be allocated in four tranches, with application deadlines on 15 January, 15 April, 15 July and 15 October.
Any not-for-profit organisation working with children and young people under the age of 18 can apply, with some exclusions such as projects carrying out medical research or promoting religion. Decisions are expected to be made within 14 weeks of the closing date of each round.
Sheila Jane Malley, director of grants and policy at Children in Need, said the organisation was looking for charities with well thought-through aims.
"The first thing we look at is benefit for children and young people," she told Third Sector.
"Is the organisation clear about what improvements it wants to bring about, and is it clear about how it can do it?"
She said the organisation would also want to see "real enthusiasm, commitment and passion" from applicants.
The total amount of funding available for the small grants programme would depend on the quality of applications, said Malley, but funding for the small and large grants programmes together would exceed £38m in 2010.
Funding will be allocated at local level through seven regional UK bases in England, Scotland, Wales and Northern Ireland.
Click here to make an application.