A new independent campaign has been founded by RLM Finsbury chair Roland Rudd in an attempt to increase the number of people who leave money to charity in their wills.

Culture secretary Jeremy Hunt has welcomed the 2 November launch of Legacy10, which is aiming to encourage individuals to pledge 10 per cent of their estate to charity.

Sir Richard Branson, Sir Keith Mills and Jacob Rothschild are among those to have already made the pledge, with artists and sporting figures also backing the campaign.

The launch of the campaign follows a decision in April by chancellor George Osborne to cut inheritance tax for anyone leaving at least 10 per cent of their estate to charity.

Legacy 10 will also create 'pledge ambassadors' in the sports, arts and entertainment sectors in a bid to help increase legacy giving across a number of industries.

Rudd said: "The goal of Legacy10 is to encourage a change in the way we in the UK regard legacy giving, and make it the norm for people to leave at least 10 per cent of their wealth to good causes."

Details: www.legacy10.com