Cumbria's Winter Warmth Appeal is launched by the Cumbria Community Foundation today.
The charity says as many as 300 people in the county die every winter because they can't afford to heat their homes.
The annual campaign has raised more than £300,000 and helped more than 2,500 people.
It encourages people who don't need their Winter Fuel Payments to donate it to people who do.
Everyone over the age of 60 is automatically entitled to the payment.
Those who donate their cash to the appeal will see it used to help elderly people in need with the help of Age UK and The Oaklea Trust.
Andy Beeforth, Chief Executive of Cumbria Community Foundation, said: “Every winter, in every corner of Cumbria, there are older people who are struggling to keep warm. I can’t bear the fact that they are choosing between eating and heating and hope our community will once again, share their warmth this winter. Please donate to our Winter Warmth Fund.
“We will also be hosting our Big Sleep on Saturday 30 January 2016 - where people ask their friends and family to sponsor them to spend a night sleeping under the stars in a field behind the Low Wood Resort Hotel in Windermere.”