One community group in Papamoa could take home $2000 in cash when the inaugural Polar Plunge kicks off in June.
Organised by Papamoa Unlimited, participants can nominate a non-profit group when they sign up for the challenge and make a gold coin donation.
Event manager Kate Percy said the event was being held on the shortest day of the year "so it's going to be blimmin' cold so I am sure there is going to be a few laughs".
"It's all about trying to inspire some camaraderie within individual groups as well as the community. People have already started to nominate themselves to plunge on behalf of a certain group and I think that is really cool."
Papamoa Surf Lifesaving Club would patrol and set up flags at the beach by Papamoa Domain. A name would be drawn after the plunge and provided that person fully submerged themselves in the sea, the group they nominated would win the $2000. Spot prizes were also up for grabs that participants were in the running to claim, she said.
Deputy chairman David Hill said they had received enormous support already and it was a lead-up to another activity in spring where two $2500 beach bikes donated by Papamoa Plaza would be up for grabs. They were working with the Tauranga City Council to do a fun bike ride, he said.
Papamoa Surf Lifesaving Club administrator Anita Trappitt said it was a creative way to raise money.