Health and social care charity Sue Ryder Care has launched a poster campaign in its 354 shops encouraging shoppers and volunteers to leave money to the charity in their wills.
The charity is displaying posters that ask people to think about legacy giving and has placed bookmarks displaying the message in books on sale in its shops.
Sue Ryder Care receives about £6m a year from legacies. But Gill Cannon, manager of the charity's legacy and history department, said this was small compared with the legacy income of other healthcare charities.
"Marie Curie Cancer Care receives about £24m a year from legacies, and Macmillan Cancer Support gets £40m," she said.
Cannon said the charity had considered a direct-mail campaign to promote legacy giving but decided to use its shops because the approach was more personal and cost-effective.
She said the majority of the shops' volunteers and donors were over 50, the ideal demographic group for the campaign.