The report highlighted issues within charity shops, including staff members buying items from the stores and re-selling them on the internet at inflated prices and other allegations of donated items being taken before being offered for sale.

Lifeline South West Victoria chief executive officer Meredith Ericson said it was disappointing the television report had given a negative impression about the work of volunteers in charity shops.

"Our volunteers are very dedicated to Lifeline and we couldn't operate our service without them," Ms Ericson said.

"They donate their time and don't take their responsibility lightly."

Lifeline South West Victoria receives about 106 tonnes of donations per year and Ms Ericson said policies and safeguards were in place to ensure items donated in good faith were used to make money for the counselling service.

"We appreciate that people make donations to us and endeavour to ensure we get the best possible return from those donations," she said.

About 83 per cent of Lifeline's funding came from its charity stores.

Ms Ericson said Lifeline was aware that some customers bought items from its shops for re-sale.

"We realise that happens and can't stop people doing that," Ms Ericson said.

"Staff purchase items at the marked prices just as other customers do, and are no different to anyone else."

Lifeline volunteer Leanne McCutcheon said most volunteers gave their time without motive. "It comes down to trust. If you are committed to your job as a volunteer and you are trusted then you need to honour that," Miss McCutcheon said.

"I have a paid job and I look at my time at Lifeline as my contribution back to the community and I am happy to help."

Lifeline has stores in Warrnambool, Portland, Hamilton, Port Fairy, Camperdown and Terang.