World Vision, the international aid development agency, has launched a £5 million international fundraising campaign.
The campaign calls for funds to help alleviate the suffering of 13 million people facing famine across southern Africa.
"There's been endless debate about mishandling of government funding and inadequate support for people facing starvation in places like Malawi,
said a spokesman for World Vision. "We now want to get on with raising the money to start making a difference."
World Vision will raise the cash through a direct mail campaign to its 70,000-strong supporter base, and through a national public appeal. The charity is driving supporters through to its web site, which provides information and an option to donate.
It is the first time that World Vision has co-ordinated a mass appeal online. The charity hopes to have raised the majority of the funds by the end of next month.