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Case Study: Gone For Good at the Victory Services Club


Gone for Good is an award-winning social impact app that connects a person to a charity so that they can donate unwanted items – enabling the item to be easily donated and at no cost to the donor.

The company’s aim is to re-channel six percent of the saleable clothing and other items which currently end up in landfill, thus doubling charity shop income whilst also doubling the amount of stock on offer to those who live below the poverty line.

However, some charities did not have the resources available to collect donations which led to some donor dissatisfaction. Based on this need, Gone for Good decided to launch a fleet of vehicles that could operate a cross-charity collection service – initially in London but with a target of operating nationwide.

Gone for Good is a ‘profits with purpose’ company and is looking for ways in which to reinvest back into the company and have targeted social impacts. One of these impacts to employ ex-servicemen and women, initially as drivers but as the company grows to allow employees to move into management positions.

Gone for Good’s managing director Michael Rayner said: “I’m ex-military and aware of the number of ex-military personnel who find it hard to find a job when entering into civilian life. Our collection service vans will all be driven by ex-military personnel – not only to help them, but because in my experience ex-military staff are reliable, used to problem solving and dealing with people and trustworthy – all of the attributes our drivers need.”





The venue had to be easily located in central London and with good transport links. It was also important that the venue echoed Gone for Good’s charitable aims.  A menu created with sustainable food choices was also essential to fit with the company’s sustainable ethics and aims.  

Rayner continued: “As a profits for purpose company we are looking to invest heavily in the charity sector and our own company. It was important for us to find event partners who share our moral code.”



Gone for Good chose to hold the launch event at the Victory Services Club (VSC), in Marble Arch because of its central location, its charity status and military links. The Club is a registered charity that re-invests revenue from commercial events to fund schemes, including free weekend breaks for injured members of the Armed Forces. 

The evening consisted of a drinks reception with a street food menu of canapes created by VSC’s executive chef Paul Mattocks from only sustainable ingredients. Mattocks commented: “We used locally sourced produce to keep food miles and the carbon footprint to a minimum, and we used seasonal ingredients too. 

“The street food theme meant that we couldn’t use our regular china, so we sourced and used compostable plates and cutlery. Both the food and the way it was served fitted with the client’s sustainable ethos.”



“The event was a success. The VSC provided an excellent service and in such a brilliant location, it was very easy for all our guests to attend. The VSC Events Team were amazing, from our initial meeting to booking and providing support on the evening, nothing was too much trouble. The Carisbrooke Hall where we held our event was simply stunning and the sustainable menu was very well thought out and tasted delicious.

“We are honoured to be working with a venue that fully matches our ethics and very proud that the income generated by our event will go back to helping our armed forces and their families,” concluded Rayner.