Age Concern to start Heyday evaluation

Age Concern England is to conduct a "thorough evaluation" of the failure of its business plan for Heyday, its membership organisation for people who are nearing retirement.

"There are no plans for a formal investigation into our original business planning, but we do intend to do a thorough evaluation and make sure that all lessons are learned," said a spokesman.

Up to 33 staff are to be made redundant at Heyday, and three senior members of Age Concern's commercial offshoots have resigned because of the way the organisation was managed. (Third Sector, 14 February).

Age Concern has now admitted that only 14,000 of Heyday's 45,000 members are new recruits. The rest were moved from another Age Concern organisation, the Association of Retired and Persons Over 50.

When it launched last May, Heyday aimed to recruit 250,000 members in a year. It hired advertising firm Clemmow Hornby Inge to help with its marketing and IBM for its communications technology.

As well as the Heyday redundancy, some staff at Age Concern England have been offered voluntary redundancy and the charity faces a partial recruitment freeze.

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