Tax advice - charitable donations

I need some tax advice.....

I have a client who is involved in the shipping safety industry, has developed a new website which is intended to be used by anyone in the shipping industry purely for educational and information purposes. The client runs his business as a Limited Co, but he will be maintaining this new website on a purely voluntary basis. However, the site will include a link to his Limited Company business. He is inviting people to advertise on the new site and expects this to generate revenue of approx £10K per annum. This is where it becomes interesting.....

My client currently supports a school project in Sri Lanka and donates royalties from books he writes to the school. He also wants to donate all of the revenue generated from advertising on his new website to the school project and will be making this clear to all of the potential advertisers. Rather than charging a fee for the advertising, he will be inviting donations, eg for £500 you would be able to advertise on the site for two months. All of the income will be collected in a new, seperate bank account and the advertising revenue would be paid in directly by the advertisers. The funds would then be sent on to the school every three months.

The question is: would there be any tax implications for either my client or his company arising from the above scenario? I know that royalties from his book are not taxed on him personally because the agreement with his publishers is that all royalties would be paid over to the school project. Do you think it would be the same for the website if he makes it clear in advance that 100% of the advertising revenue will be paid over to the school. The only complication I could foresee would be the fact that he has a link on the website to his Ltd Co and he has made it clear that he sees the website as an ideal opportunity to raise money for the school project but also to promote his own business via the link.

Any thoughts anyone?