The Direct Marketing Association has recognised marketing agency Whitewater's 'In Memoriam' fundraising programme as an innovation leader in its first annual excellence awards.
Judges at the ceremony chose the programme for the innovation category of the marketing association's new awards, which are separate from its main annual awards held later in the year.
In Memoriam, which was launched by the marketing agency last year, is designed to generate long-term income for charities through establishing a commemorative fund in honour of a deceased supporter.
Relatives and friends can donate money to the fund in memory of the deceased, which will be used to support the work of the charity.
Whitewater has developed programmes for more than 40 charities, including Marie Curie cancer Care, the RSPB, Greenpeace USA and the British Lung Foundation.
Matthew Hunt, head of marketing at Whitewater said: "It's great that an organisation like the DMA recognises it as a truly innovative approach."