A fundraising appeal, as defined under the Societies Regulations, refers to the soliciting or receiving from the public or any class of the public or from members of the society of any money or property (whether for consideration or otherwise) which is made in association with a representation that the whole or any part of its proceeds is to be applied for:
“Proceeds”, in relation to a fundraising appeal, means all money or other property given (whether for consideration or otherwise) in response to the fundraising appeal.