Motorists using the M6 toll road in the West Midlands will be raising money for charity on Wednesday.
Operators Midland Express Way Ltd(MEL) will donate 24-hours takings taken from the toll booths to Warwickshire and Staffordshire Wildlife Trusts.
Marie Curie Cancer Care and the NSPCC will also get a share of the cash, thought to be up to £150,000.
This is the first Drive for Charity Day the toll firm has organised. More will be held over the next three years.
Tom Fanning, managing director of MEL, said some of the money raised would also go to the County Air Ambulance.
"How much the charities receive will depend on how many drivers use the road over a 24-hour period," he added.
A fun day at Norton Canes service station between junctions six and seven of the toll motorway will be held as part of the Drive for Charity Day.