Can you provide an example of an independent group profiteering from heritage outreach?
Fair comments Archaeo, and I ain't having a go, but the link that you posted is to your own site and in teasing readers about something exciting being in the pipe-line concerning the stone you are basically saying 'watch this space'. If you already know what the event is, you could just tell people now. But instead, it does seem like you are taking the opportunity to use this as a marketing tool for your own group.
Your group may be a non-profitable organisation, but I'm sure the more interest in, and awareness of, your activities you can generate with the public would certainly benefit your funding applications.
The last time I saw the runic stone, it was at the Wirral Museum (now closed of course). Why isn't it in the Williamson, instead of the Grosvenor?