Why the downfall of Hannah Ingram-Moore is a tale of human folly
Hannah Ingram-Moore's website describes her as "one of Britain's top business figures." In addition to being a life coach who encourages individuals to "Be Moore Remarkable," she also expresses that she shares the principles and values of her father, the renowned Captain Tom Moore, who rose to fame during the lockdown.
She mentioned, "Everything in my life revolves around supporting others. I truly sense the responsibility to do what’s right, to not disappoint anyone, and to show gratitude for the love and kindness we've received."
It's difficult not to laugh at the situation considering the two-year investigation into the Captain Tom Foundation that was released last night. A scathing 30-page report from the Charity Commission outlines the “serious and ongoing instances of misconduct” by the Ingram-Moores, who were the founders and trustees of the organization.
Captain Sir Tom Moore (Photo by Danny Lawson/PA)
The tale unfolds like an inverted fairytale. It starts off in a state of peace, as Captain Tom Moore raised more than £38 million for NHS charities during the 2020 lockdown by walking around his garden. He emerged as a symbol of unwavering determination for a country yearning for togetherness. The centenarian received a knighthood for his charitable work but sadly passed away in February 2021 after contracting Covid. It is at this moment that the less favorable characters, his daughter Hannah and her husband Colin, come into focus.
The Captain Tom Foundation was created by the couple to generate funds for organizations that assist the elderly, ill, and those in need. As reported on its website, the foundation has contributed more than £1.4 million to seven different charities. Nevertheless, David Holdsworth, the head of the Charity Commission, has stated that Hannah and Colin Ingram-Moore gained considerably from activities connected to the foundation, highlighting a recurring issue where personal and charitable interests became intertwined.
The centenarian was honored with the title of Captain Sir Tom Moore after receiving a knighthood from the Queen (Chris Jackson/PA).
The couple has been discovered to have gained financially from the foundation by using various profitable deals and business activities disguised as charitable efforts. Funds that were supposedly collected to help those in need ended up benefiting the Ingram-Moores personally. Meanwhile, Captain Tom's name was prominently featured on everything from gin bottles to construction proposals, giving their commercial and personal projects a facade of generosity.
One of the most shocking revelations from the report is that the Ingram-Moores received a £1.5 million upfront payment from Penguin for a three-book agreement featuring Captain Tom. Both Penguin and the publicist for the books informed the inquiry that they thought a portion of this advance would be donated to charity, but unfortunately, none actually was. Additionally, the earnings from Captain Tom's autobiography, Tomorrow Will Be A Good Day, did not go to charity either, despite a press release that announced sales would "benefit the Captain Tom Foundation."
Copies of Captain Sir Tom Moore's memoir, "Tomorrow Will Be A Good Day" (Joe Giddens/PA)
Captain Tom's fourth book is unique because it was the only one that raised money for charity. Titled "100 Reasons to Hope," it was released in 2021, and for every copy sold, £1 was contributed to charitable causes, totaling £17,862 in donations. Aside from this charitable contribution, the book deals were described as “strictly business” by the investigation, even though they might have seemed charitable at first glance.
It's easy to understand the allure of the situation. The name of Captain Tom carried an air of holiness and the Ingram-Moores saw an opportunity in that. They sought approval to build an additional structure at their home in Bedfordshire, labeling it the "Captain Tom Foundation Building." Initially, it seemed like it might serve as a venue for charity events or workshops aimed at helping those in need. However, it turned out they were actually constructing a luxurious spa and swimming pool. One can imagine the reasoning behind it: my dad raised almost £40 million for a good cause, so why not treat myself to a swimming pool? This reminds me of a line from Lena Dunham's mom in the show Girls, where she says, “I’ve put in a lot of effort; I deserve a lake house. I want to relax by a freaking lake.”
The Ingram-Moores truly embody the spirit of entrepreneurship. When Hannah stepped into the role of CEO for the charity, she initially requested a salary of £150,000. This proposal was denied because it was almost double the typical salary for a charity CEO in their first year. Additionally, the couple launched an online store where they sold various Captain Tom-branded merchandise, including T-shirts, a red rose, and even a £100 bottle of gin. It wasn't entirely clear how much of the revenue from the online shop would go to charity, but an investigation revealed that only £1,269.75 was donated in total, and the website was operating at a loss. However, it's worth noting that Hannah is recognized as one of “Britain’s leading businesswomen.”
There is a significant amount of evidence highlighting the wrongdoings of the Ingram-Moores, which include acts of incompetence and unethical behavior. In July, Hannah and Colin received disqualifications from their roles as charity trustees for ten and eight years, respectively. However, the couple claims that the investigation has been excessively harsh towards them. They expressed concerns that the Charity Commission's process seems to have turned into an unending hunt, stating that they are experiencing ongoing fear and mental distress.
In 2024, Hannah Ingram-Moore and her spouse Colin faced a prohibition on serving as trustees for charities. (Jacob King/PA)
The various branded merchandise, questionable transactions, and six-figure salary aspirations suggest that the Ingram-Moores experienced a common human sentiment following Captain Tom's moment in the spotlight: a focus on personal gain. David Holdsworth, the head of the charity commission, remarked that while Captain Tom motivated the country with his unwavering dedication to fundraising, the charity established in his honor has not honored the selflessness exhibited by others in the past. They transformed Captain Tom into a commercial brand, which has unfortunately marred the altruistic image of a man simply trying to make a positive impact.
Many people, perhaps even the majority, aren't suited for charity work, and the Ingram-Moores seem to exemplify this. It's probable that there are more individuals like Hannah than like Tom in the world, but some are simply better at concealing their true nature.
