Yahoo Japan Corp. and major advertising agency Dentsu Inc. will launch a new fundraising service in November, aimed at helping projects raise cash through the sale of used items.

Hotel Okura Tokyo will be the first to get on board, auctioning off hundreds of pieces of furniture and equipment from a building that has closed for a rebuild. The money raised will benefit a charity the hotel supports.

"Reuse" is the key word in the new service, named reUfunding, and which launches on Nov. 4. The organizers term it a form of crowdfunding.