The Green Genie eco-friendly campaign, launched by Fareham Shopping Centre, aims to encourage shoppers to recycle stamps which they can collect in eco-friendly collection envelopes.
The stamps are then sold to a recycling company and all proceeds donated to the Stubbington Ark, the local animal welfare service which provides shelter for animals across the region.
Pam Gillard, manager of Fareham Shopping Centre, said: 'The Green Genie campaign is very popular. We are aware that many Fareham shoppers are keen to recycle more and it is our intention to help as much as possible.
'With 'stamping out waste' we are helping people to be involved in our recycling initiatives and raising money for a very worthwhile cause at the same time.'
The Stubbington Ark is run by the Solent branch of the RSPCA which is a separately registered charity and must raise in excess of £2,000 per day just to keep the shelter running.
The shelter can accommodate 600 animals on site at any one time but relies heavily on donations and fundraising ventures such as this.
Vanessa Eden, fundraising manager at the Stubbington Ark said: 'We have just received our first cheque from the recycling campaign and that was £115 from just two months of collecting stamps. I couldn't believe it – that is six postage bags full of stamps!
'I would urge Fareham's shoppers to carry on collecting the stamps. All of the funds raised are helping to build a state of the art veterinary unit at the shelter and we need to raise £700,000 by 2010.'
She added: 'People have already proved how willing they are to donate for such a good cause. I am really excited about it.
'We had been collecting stamps for the charity for some years and so it is great that the shopping centre have offered to help.'
The specially-designed recyclable paper envelopes can be obtained from a stand next to the centre's information desk and at Fareham Borough Council's offices.