War on Want hopes to attract its younger supporters to an online game, which asks Christmas drinkers to count how much they spend on alcohol in December, then donate the price of an average round to fight world poverty.
The December Damage Calculator game, at www.waronwant.org, invites visitors to assess what drinks and how many rounds they buy on an average night in the pub at this time of year, and to guess how many pub visits they will make in total during December.
The site then calculates the total and places that figure in the context of world poverty. It tells readers that half the human race lives on less than £1.50 a day and measures their festive alcohol spend as a percentage of others' annual income.
The link has been sent to the charity's 10,000 younger supporters, aged 18-40. "This game is a new initiative to attract our younger, computer-using donors, who rarely respond to our traditional posted mail-outs." said Mark Henstock, fundraising director at the anti-poverty charity.
"We hope the game will be so much fun that recipients will send the link on to their friends."
Henstock said he would be delighted to raise £5,000 from the game, which was designed in-house at no cost. The low target was based on the amount raised by a similar idea run by another charity, which asked people to donate a share of their salary.
The charity hopes to receive £25,000 from its traditional direct mail appeal, which it sent to 10,000 older supporters last week.