An extract from the London Gazette dated September 8, 1916 records the following:

‘For most conspicuous bravery.  When his company attempted to climb over the parapet to attack the enemy's trenches, they were met by very fierce machine gun fire, which temporarily stopped their progress.  Major Loudoun-Shand leapt on the parapet, helped the men over it, and encouraged them in every way until fell mortally wounded.  Even then he insisted on being propped up in the trench, and went on encouraging the non-commissioned officers and men until he died’.