The Post Office has become the first UK organisation to allow Twitter users to donate to charity through a tweet, with proceeds going to BBC Children in Need.

As part of its Be A Hero campaign, the Post Office has developed a process which means Twitter users can donate to BBC Children in Need by tweeting @PostOffice with the hashtag #MakeMeAHero. Users then receive a direct message with a link through which to donate their choice of £1, £3 or £5, which is then added to their phone bill.

Users follow the link and enter their phone number, before entering a personalised code texted to them to complete the donation. The full amount then goes to BBC Children in Need.

Peter Markey, the Post Office’s chief marketing officer, said: “As a business, the Post Office is modernising to meet the needs of customers across the UK, and we know innovation can’t stop in branch or on our website.

“Being the first organisation in the UK to give customers the ability to donate to a charity so close to the nation’s heart by simply tweeting to donate is a social media barrier we’re delighted to break through.”

The Post Office worked with media agency Mindshare UK to develop the concept and manage the process through the campaign.

In 2013, the Post Office was BBC Children in Need’s biggest fundraising partner, raising £1.2m for the charity.

The BBC Children in Need television appeal will be broadcast on BBC One this Friday.