Members of Age Concern federation react slowly to offer to join Age UK

Fewer than one in 12 have signed up so far

AgeUK
AgeUK

Fewer than one in every 12 local Age Concerns have agreed so far to join Age UK. The charity formed by the merger of Age Concern and Help the Aged wrote to the 332 local organisations at the beginning of this month, inviting them to become 'brand partners'. Twenty-five have accepted so far.

They will change their names and adopt Age UK's new 'life loop' logo. Those that choose to remain part of the Age Concern federation have been told that use of the new brand is strictly controlled and available only to partners.

Stephanie Harland, people and operations director at Age UK, said: "We are delighted to have so many on board at this early stage and to have received firm confirmation of interest from several more. No Age Concern has told us that it does not want to sign up."

Brand partners must sign an agreement to use the brand, campaign and deliver services together and receive income from Age UK enterprises.

A spokeswoman for Age UK said it would reveal the names of the 25 brand partners this week.

A senior figure at one local Age Concern, who asked not to be named, said basic details of the brand partnerships had yet to be agreed 15 months after talks had begun.

He said he was surprised that Age UK had announced the partners when the uptake was still so low.

"The corporatisation of this charity is getting worse and worse," he said.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus