Charities have been challenged to see which of them can achieve the highest auction price on eBay for Charity this July.
HIV charity Mildmay has thrown down the gauntlet following the launch of its £10,000 online fundraising drive, which it has called The Big Clearout.
The charity hopes to hit its target by running celebrity auctions on the dedicated charity site - and its secret weapon is Sir Cliff Richard.
An auction of the chance to meet the singer for ten minutes was on course to achieve the eBay charity record as Third Sector went to press.
Twenty-four hours before the auction closed, bidding had reached almost £4,000, and 150 people were online watching the bidding unfold. Lunch with Lulu had fetched £1,500.
The site's existing record of £4,301 was raised for Oxfam's east Africa appeal by the sale of the dress worn by actor Keira Knightley to this year's Oscars ceremony.
"We are going to challenge all UK charities, but we're not going to say yet what prizes we have lined up," said Paul Sayer, corporate fundraising and events manager at Mildmay.
The Big Clearout campaign for Mildmay was launched as a no-money appeal in December last year, when supporters were asked to donate unwanted items for auction to raise money.