Studio 51, which is launching at the Institute of Fundraising convention, is aiming to double the total amount donated through UK Christmas card sales each year to £30m.
Alan Hawkes, the initiative's founder, is the former managing director of greeting card company Paper Rose. He intends to challenge commercial card retailers to increase the proportion of money they give to charity from Christmas card sales beyond the typical rate of 10 per cent or less.
"Charities get between £10m and £15m a year, and that is just plain disappointing when more than £350m a year is spent on charity Christmas cards in the UK," said Hawkes.
Studio 51 will allow charity supporters to buy their Christmas cards online. Cards will then be personalised with the charity's message.
Hawkes is meeting with Lindsay Boswell, chief executive of the Institute of Fundraising, to discuss a potential campaign to increase money raised from Christmas cards.