Edward Norton has launched a new fundraising website.

The 41-year-old actor aims to make Crowdrise - described as the "Facebook of philanthropy" - a way of making charitable giving fun and hopes to change the way people make donations online.

He said: "We were very frustrated by what we saw out there. Everything out there was just ... we called it 'use and drop. It was just a button where you can donate and really nothing more, and we wanted to communicate more than that.

"This is the platform where you plant a flag and say this is who I am, as defined by what do I care about? What am I passionate about? What causes do I support? It can be anything. We don't try to suggest to you what you ought to care about. We're just saying, find your own way."

The 'Fight Club' star is also enlisting his showbiz friends for help with the project, with Will Ferrell among those who have set up a profile on the website to raise money for cancer survivors.

Edward added: "You can win a bottle of Will's suntan lotion for a donation to his site."

As well as backing worthy causes, the actor also plans to make Crowdrise fun, adding a gaming aspect to the site where members can earn points and win prizes.

He said: "If you don't give back, no one will like you. That is our core philosophy. We're a bunch of dorks,"