will provide an alternative to services such as Justgiving.com, which make it easy for fundraisers to collect donations from friends and family.
The promotion for the site asks people to upload a video of themselves doing the "running man" dance to trigger a £5 donation to Branson's Virgin Unite Foundation.
It all ties in with Virgin's sponsorship of the London Marathon beginning next year. Branson is to run in the marathon and is also looking for a running partner via a separate website, .
Aspiring partners need to tell him what they would do with the fundraising chance of a lifetime by submitting either 50 words or a video clip.