The beneficiary of the valuable consideration would need to be the operator of the aircraft for this to be the case.
I think that is the intention of all the "aerial work" regs, even if not necessarily the wording...
If it was left like that, one would need a CPL to self fly hire a plane from a flying school - because money is being paid in respect of the flight
Anyway I am sure charity flights are a well trodden path.
There was a rumour going around that the CAA was clamping down on the operations who were offering "trial lessons" but the vouchers for these were being openly advertised. The whole business of trial lessons is a bit of a grey area (because most are so obviously pleasure flights) and I guess the CAA just got too excited by the marketing of the vouchers.