Homeless charity StreetSmart is hoping that its new three-year partnership with the information network Bloomberg will help it persuade more restaurants to take part in its annual national fundraising campaign.
Bloomberg has pledged to cover all the administration, production and promotional costs of StreetSmart's campaign to encourage restaurants to ask diners to add £1 to their bill to support homeless projects during November and December each year.
Juliet Marshall, campaign officer for StreetSmart, said the charity is now able to promise that every penny raised will go directly to local homeless organisations.
"This is a massive coup for us," she said. "In the past few years, we've had people refusing to take part because they think that a lot of the money will go on wages and overhead costs. We're hoping that we can now change their minds."
Bloomberg will also promote the 2003 campaign, which currently involves more than 300 restaurants, through its information and news services.
StreetSmart raised more than £312,000 last year and hopes to significantly increase the figure this year.