Save the Children is making legacy fundraising a major aspect of its new three-year fundraising strategy.
The new approach will initially focus on warm donors, working with community giving teams and the charity's shop staff to promote legacy donations.
Iain McAndrew, head of legacies at the charity, said legacy fundraising was a long overlooked area of the organisation's income.
"It is a much more competitive environment now and if you aren't out there trying to get a share, you risk losing out," he said. "We want to re-establish it as a vibrant income stream."
He added that the current econonic climate was "a good environment in which to bring the charity back to the legacy market place".
The strategy will be backed by a publicity campaign starting in the next six months. Save the Children has also joined legacy consortium Remember a Charity.