Barnardo's is running its first email fundraising campaign with a Christmas theme asking recipients to remember children struggling with hardship during the festive period.
The email, which is being sent out to more than 20,000 people, centres around Robert, a child struggling to cope with being his sick mother's primary carer.
It explains that there could be up to 51,000 children in similar circumstances in the UK.
Barnardo's is co-running the campaign with Justgiving.com, which provides a template for creating tailored emails that will appeal to different supporters and sections of the public.
Rob Hobson, new business manager at Justgiving.com, said that more charities are starting to use email campaigns around the Christmas period.
"Tailored emails are a good, cost-effective way of getting an appeal noticed during this busy time."