to think asking for donations to sell at a profit is wrong?

[happinessiseggshaped]

Local company has just set up getting donations from local people of old school uniform. Their blurb talks a lot about needy families in the area, how needy families will be grateful for donations etc. They also have a collection point at a local church which to me seems to suggest its a not for profit or charity. What it doesn't make clear is that this is a business. They take a profit of all the donations they are given as they resell them. So actually they are making families pay for uniform that previously would have been donated back to the schools, and sold for profit to the school, or just handed on from one family to another.

AIBU to think this is very misleading, and not a nice thing to do at all?

No, its similar to the endless stream of charity bags which keep coming through my letterbox, always in the small print hidden at the bottom it will say that xyz will donate so much per tonne to the cause emblazoned across the bag -every one of them gets binned. I would ask the church why they are supporting this company rather than redistributing the donations themselves to those who need them.