The NSPCC has appointed the agency Whitewater to help develop its legacy fundraising. The appointment follows the NSPCC's creation of a new strategic legacy directorate, designed to maximise legacy income after the FULL STOP appeal.

The agency will work in partnership with the new team at the NSPCC and will help create and drive a campaign across its supporters and to the wider market. Development Director for Legacy Fundraising, Stephen George said: "We want to apply our learning from FULL STOP and give this special way of giving some new energy, commitment and creativity."

"We are developing a fresh approach to legacies with a strong emphasis on the donor and to enable our staff and volunteers to have a natural and inspiring conversation with anyone about how a gift in their will can help children. We are delighted to be working with Whitewater who share our vision to create something special."

Whitewater's appointment follows a four-way pitch. The agency will work with the NSPCC to develop a clear legacy proposition, an integrated approach across the whole organisation, an internal campaign with the NSPCC's closest supporters and a wider marketing campaign in the New Year. It will also involve a tribute fund element and will support the NSPCC's newly developed common legacy approach.

Chairman of Whitewater, Steve Andrews said: "The NSPCC has laid down an extraordinary marker - to do a 'FULL STOP' to legacy marketing and reinvent how charities approach it. Whitewater showed them how this might be done. Together, we expect to achieve great things and we can't wait to start."