The Red Cross and Barnardo's are among several charities signed up to a new low-cost interactive TV advertising trial on the Community Channel, which is being underwritten by Sky.
The one-year trial of the 'red button' service begins in mid-July and will enable the charities to run interactive ads with minimal or no up-front costs.
"There are two levels being offered - a no-cost option for small charities and a low-cost option for bigger charities," said a channel spokeswoman.
Charities signing up for the no-cost option will give back 10 per cent of the revenue generated by donations.
Sky has donated additional bandwidth that the channel can offer to charities for fundraising slots. BBC Broadcast, the BBC's commercial broadcasting arm, is providing the interactive service, as the Community Channel has no in-house broadcast facilities. The deal was "by far the most commercially viable," said the spokeswoman.
If the technique proves successful, it could be extended to ITV, Channel 4 and Flextech.