Big Hearts has, at the time of writing, raised over £12,000 in less than 24 hours as the club's charity arm looks to send as many supporters to the Scottish Cup semi-final against Rangers as possible.
Heart of Midlothian take on the Ibrox side at Hampden Park on Sunday for a place in the Scottish Cup final next month.
The club have sold upwards of 16,000 tickets for the fixture - and Big Hearts wants to "give those who wouldn't normally get the chance" the opportunity to attend. Tickets for the match cost as much as £40 for an adult and £20 for an under-16 concession.
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The charity, which recently celebrated its eighth Big Hearts Day at Tynecastle, is working with different partners to raise as much money as possible to purchase tickets and cover travel and food costs.
Supporters can donate to Big Hearts or enter the raffle for a one-off 150th anniversary third kit which includes the Big Hearts logo.
"Big Hearts will work with those from across our projects and local partners, to give those who wouldn't normally get the chance, a brilliant opportunity to support Hearts in the Scottish Cup semi-final," the charity said.
"Heart of Midlothian FC take on Rangers this weekend at Hampden Park in the Scottish Cup semi-final and we are working alongside partners including Heart of Midlothian FC, The Foundation of Hearts and others to give families and groups, who otherwise wouldn't get the chance, to have a day out at the national stadium while supporting Hearts in the biggest game of the season so far.
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"This fund will allow donated tickets to be matched up with travel expenses and food costs to ensure there are no barriers to attending. For example, we'll provide tickets for travel (for small groups), put on transport and provide food vouchers where it is appropriate.
"Please also see the opportunity to take part in our Big Hearts Day shirt raffle which will also support this excellent initiative."
Read the rules here