When there’s a failure to comply with fundraising rules – Jayne Adams writes for Charities Management
The architects of the Gin Act 1751 (aimed at reducing our gin consumption) would be turning in their dry graves at the gin revolution of recent years. Times evidently change, and now gin drinkers can do their bit for charity by buying a bottle of the botanical spirit, in this case Captain Sir Tom’s Gin.
Otterbeck distillery was presumably excited to partner with the Captain Tom Foundation, and likely had both philanthropic and legitimate commercial intentions in doing so. The charm, dignity and determination of Captain Sir Tom propelled him to national treasure status and his universal appeal would naturally render his brand an attractive and lucrative prospect.
The scope to benefit charitable causes through such a brand is significant, as is the appeal of association with it for a commercial business. Increasingly, businesses have developed social consciences, driven both by a genuine desire to do good and by the commercial benefits of doing so, through increased customers, sales, brand loyalty and goodwill.
This is not sinister: for profit businesses exist for commercial gain and their philanthropic activities may not be wholly altruistic. There is, however, relevant charity law to abide by.
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DATE 21/09/2022
