Charities can risk their reputations by getting involved in commercial deals, says Which? director

Richard Lloyd tells impact measurement conference that charities need a market-leading offer if deals with corporates to sell their products are to work

Richard Lloyd
Richard Lloyd

Charities that work with commercial companies to sell products to their beneficiaries can risk their reputations by not having a "market-leading" offer, the executive director of the consumer magazine Which? has said.

Richard Lloyd, whose magazine is part of the charity the Consumers’ Association, told delegates at the Third Sector Impact Measurement Conference in London yesterday that he was concerned that charities became involved in commercial ventures without understanding the potential risks.

"We get asked quite a lot about commercial ventures that charities get into," he said. "Are charity Christmas cards good value for money? Are charity energy tariffs?

"For God’s sake, if you are going to do that sort of thing make sure you are getting value for money for your supporters," he said.

"Don’t get into commercial arrangements where your reputation will get battered because you don’t have a market-leading offer."

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