No make-up selfies raise millions

WOMEN posting "selfies" without make-up online have helped a leading cancer charity raise more than STG8 million ($A14.53 million).

The craze has seen soaring numbers of women posting pictures of themselves wearing no make-up on social media sites and nominating their friends to do the same.

Cancer Research UK, which did not start the campaign, said the #nomakeupselfie trend had resulted in an "unprecedented increase" in donations.

But it has emerged that some people intending to donate to the charity sent their cash to UNICEF in error, while others had mistakenly enquired about adopting a polar bear with the World Wildlife Fund (WWF).

Cancer Research UK and UNICEF use the same text number for donations but those texting the keyword "DONATE" rather than "BEAT" found their money sent to the UN agency.

Mike Flynn, director of individual giving at UNICEF UK, said there had been a "genuine mix-up" and it was working with Cancer Research UK to transfer STG18,625 ($A33,823.66) which was donated by mistake.

He said: "UNICEF UK is not responsible for this error, however we've been working hard to find a resolution to the situation for those affected.

"We contacted Cancer Research UK as soon as we became aware of what was happening. UNICEF UK and Cancer Research UK have agreed that these donations will be received in full by Cancer Research UK.

"We are now working closely with all parties involved to ensure that this doesn't happen again in the future."

The WWF confirmed that it too had accidentally received text messages due to the wrong keyword.

Those texting the word "BEAR" instead of "BEAT" meant they had enquired about adopting a polar bear through the charity.

The WWF said no money was taken from people who had sent the texts.

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