Fundraising: RHS campaign to promote legacies

A campaign to double income from legacies in the next five years has been launched by gardening charity the Royal Horticultural Society (RHS).

The plan is designed to increase the regular legacy income of £500,000 each year by targeting the charity's 365,000 members.

Rachel Savage, head of marketing and membership fundraising at the RHS, said that although the current legacy income was significant, "I don't believe it reflects the size of the opportunity available".

The first year of the campaign will focus on making potential supporters aware of the existence of a legacy fund. This will form the centrepiece of the legacy marketing and is designed to encourage legacy gifts.

The integrated campaign will also include information days, direct marketing and online activity.

The charity hopes to generate more legacies along the lines of this year's biggest to date, worth £197,000, and last year's biggest, £550,000.

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