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In order to comply with its not-for-profit status, The Awesome Movement has been set up as a company limited by guarantee.  This is very different to a typical for-profit company limited by shares, which has shareholders. A company limited by guarantee does not issue any shares and therefore does not have any shareholders. The reason why we have set up The Awesome Movement in this way is so that, with no shareholders to have to distribute profits to, instead we are able to re-invest any profits we make to help promote our non-profit objectives of raising awareness of, and showing our appreciation for, the emergency services.  The company limited by guarantee structure that we have adopted has been pre-authorised by The Charity Commission. We are in the process of applying to the Charity Commission for charitable status so we can do even more to support and thank our wonderful emergency services.