Every year the hospice has to raise a substantial amount of money to fund its operations.
This year its target is $2.5million.
Chief executive Ginny Green said the street appeal was a vital component of its revenue drive, and this year organisers hoped to break the $50,000 barrier for donations.
"It is our most resource intensive fundraising activity, and it is right across the region,'' Ms Green said.
"Fifty-thousand dollars is a decent chunk of money, but we also always say that Hospice Awareness Week is also about exactly that, making people aware of hospice and establishing a relationship with us.''
The annual fundraiser contributes to costs at the North East Valley facility and helps pay for hospice community workers. Only 2% of hospice patients are in the actual building at any time and only around a quarter will ever need admission.
"It is hard work but we feel very lucky because the community certainly gathers behind us,'' Ms Green said.
"We feel quite treasured.''
Friday is the main street appeal day throughout Otago.
The following day Dunedin collectors will be at the Farmers Market, Mitre 10 Mega, and central supermarkets.
Other Hospice Awareness Week activities include a stall at Meridian mall and a pop-up shop at Otago Polytechnic.
Local Mitre 10 branches are supporting the week with an "add $1'' campaign.
