Highly respected West Coast Eagles midfielder Adam Selwood will represent the club at Friday's NAB Cup fundraiser in Melbourne for victims of the Victorian bushfire tragedy.

All clubs will be represented at the Western Bulldogs-Essendon NAB Cup match at Telstra Dome on Friday night, with the proceeds of the match being donated to the bushfire appeal established by the Victorian Government.

Selwood, originally from Bendigo, one of many communities directly devastated by the bushfires, was keen to be involved in the fundraising initiative. With many of the players on the club's list originally from Victoria, awareness of the devastating event is high.

"Being so close to home and knowing the area around Bendigo that's been hit, it's come as a big shock to me," Selwood said.

"It's pretty hard when you're sitting on the other side of Australia and you're watching everyone go through it, so when the club proposed this idea to me I was quite happy to jump on the plane and get over there.

"I think it's a great initiative, it's just important that as many community organisations get behind this push towards encouraging everyone else donate and raise as much money as we can so these people can find it a little bit easier to build their lives again."

While Adam's presence is the first step towards the club assisting in the fundraising effort, the West Coast Eagles has approached the AFL regarding several significant initiatives that the club would like to implement in the near future and is now awaiting a response.

Many West Coast members have contacted the club about making contributions to the fundraising effort and they have been directed to the Red Cross appeal. The club encourages members and supporters wishing to assist to visit redcross.org.au to pledge a donation.