More job losses at Heyday

At least nine jobs will be axed following Age Concern England's admission that its membership group for baby boomers, Heyday, has failed.

The charity told Third Sector Online that it will consult staff on a plan that would see the number of people working for Heyday fall from 23 to 14 or fewer.

Most of those who will lose their jobs are expected to be temporary staff and contractors, leaving behind a staff of full-time, permanent employees, the charity said.

The latest round of redundancies is in addition to the 34 jobs that were cut in February as a result of Heyday’s failure to meet its membership targets.

Previously the charity relied on local organisers to sell membership subscriptions costing £26, but has since been working to persuade corporates to buy membership for staff.

Since February, Heyday’s membership has declined from 45,000 to 44,000. Although it was aimed at the 50-plus age group, Age Concern England has revealed that the average age of Heyday members is 70.

Despite acknowledging Heyday’s failures, the charity insists that it will continue to exist as a membership organisation for older people.

The decision regarding a new focus for Heyday follows a full review of Heyday’s performance by trustees and senior staff,” said a spokesman. “This confirmed that Heyday’s original objectives could not be delivered as planned.

“As a result of its new focus, Heyday is operating with a substantially reduced budget and staff. Its size and growth projections will be more modest than under previous plans.”

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