We created this pitch deck for the American Association of Retired Persons to help them build B2B partnerships. The presentation explains the size, potential, and buying power of AARP’s 32 million members.

1. Whatever you may
think AARP is…
Think again

2. When you get to know us, you might just
be surprised…
2

3. 3
AARP: What We Do
AARP is a social change organization with a
membership. AARP fights for and equips each individual
to live their best life.
A D V O C AT E on behalf of the 50+ on issues that matter
most such as Health, Financial Security and Livable
Communities.
D E L I V E R relevant and unique information to AARP
Members through AARP The Magazine, AARP Bulletin,
aarp.org, Education and Outreach programs, Life
Reimagined and more…
M A K E AVA I L A B L E market changing products and
services in areas of Healthcare, Financial Products and
Services, Travel and Lifestyle, Caregiving, and Technology.

4. 4
A few things about AARP
that might surprise you…
A A R P M E M B E R A D VA N TA G E S
AARP Members generate over 28MM discount
transactions annually and save nearly $2B each year.
E N E R G Y B I L L S
AARP has helped 39MM consumers save $2.9B on home
energy bills in 2014 thanks to “watchdog” efforts by AARP
staff and volunteers.
F R A U D F I G H T E R S
AARP Foundation’s volunteer fraud fighters warn 61,500
seniors each year via telephone about financial scams.
$2.9 billion
in energy
bill savings

5. 5
AARP has content that reaches millions
A A R P T H E M A G A Z I N E is the largest circulated
magazine in the world with over 35.2MM readers.
A A R P. O R G receives over 1B page views each
year by visitors seeking trusted health, financial and
consumer information.
World’s
largest
circulated
magazine
A A R P D R I V E R S A F E T Y
AARP Driver Safety is the nation’s largest refresher
driving course and has helped 15MM+ participants remain
safe, confident and independent while on the road.

6. 6

7. 7
AARP is all about
Real Possibilities.
7

8. 8
AARP believes age can multiply
our Members’ possibilities,
not
limit
them.

9. 9
Who are
AARP Members?

10. 10
Impactful
37MM Members in
22.5MM households
Approximately 33% of
the 50+ population
10

11. 11
Powerful
The 50+ population
controls 67% of the
wealth in the U.S.
($28T)
Source: The Federal Reserve and U.S. Census Bureau
11

12. 12
Big Spenders
The 50+ population
spends $7.1T annually
Oxford Economics

13. 13
AARP’s membership represents
approximately 50% of the 60+
population and 25% of the 50-59
population.
About one-third of AARP Members
work either full or part-time.
There are over 110MM consumers in
the U.S. who are 50+, about 31% of
the total U.S. population. By 2020,
that number will grow to 115+MM.
AGE: 70+
37%
AGE: 50-59
24%
AGE: 60-69
39%
Source: Bureau of Labor Statistics Consumer Expenditure Survey
AARP Membership by Age

14. 14
AARP Members span four generations
and reflect a wide range of attitudes,
interests and cultures
AARP Life Stage Segments are clustered by Age, Income,
Presence of Children and other psychographic data
True Blue
Families
$
Blue Collar
Backbone
$
Transitioning
Comfortably
$ $ $
Engaged Golden
Years
$ $
Comfortable
Nests
$ $ – $ $ $
Working And
On The Go
$ $ – $ $ $
Reflection
Years
$ $ – $ $ $
Limited
Resource
Retirees
$ $ – $ $ $
Age: 50 80+

15. 15
The AARP Brand is
powerful
Credibility
Trust
Legacy
Integrity
Reliability

16. 16
AARP is a nationally recognized
and trusted brand
O U R B R A N D E N G E N D E R S :
Loyalty
Instant
Credibility
Lift In Offer
Appeal
Aligning with the AARP brand drives
consumer interest and loyalty, influences
engagements and shifts behavior.
Working with AARP provides instant
credibility as a 50+ and boomer expert.
AARP research indicates that 50% of
Members and 24% of non-Members
find incentives offered via AARP to be
more appealing than general offers.1
Source: 1AARP Hotspex Lifestyle Report 2011

17. 17
How AARP is Organized
AARP is a nonprofit, nonpartisan social welfare organization tax exempt under Section 501(c)
(4) of the Internal Revenue Code. AARP leads positive social change and delivers value to
society and all people 50+ through advocacy, service and information.
A wholly-owned, taxable
subsidiary of AARP that
manages provider relationships
for, and performs quality control
oversight of the products and
services that carry the AARP
name and are available by
independent companies as
benefits to Members.
AARP’s largest affiliated charity
works to win back opportunity
for struggling 50+ Americans by
being a force for change on
issues they face today:
Housing, Hunger, Income and
Isolation. AARP Foundation
also owns Experience Corps.
A wholly-owned, non-profit LLC,
Life Reimagined was launched
by AARP in 2013 to provide a
personal guidance system to
help people navigate transitions
and live their lives to the fullest.
By offering online and offline
experiences made up of tools,
experts and community, Life
Reimagined helps people reflect,
evaluate priorities and take
action to navigate transitions
and new life phases.

18. 18
18
Our goal is to grow impact relevance and revenue to drive
AARP’s social mission of fighting for and equipping each
individual to live their best life. C U R R E N T
E N T E R P R I S E
I S S U E S
Caregiving
Healthy Living
Social Security
50+ Banking/
Financial Security
Work and Jobs
Life Reimagined
AARP Strategic Focus
H E A LT H S E C U R I T Y
An America where 50+ individuals have access to care,
information and services to lead healthier lives.
F I N A N C I A L R E S I L I E N C E
An America where 50+ individuals have the financial
resources and opportunities to match their longer lifespans.
P E R S O N A L F U L F I L L M E N T
An America where 50+ individuals are seen as an
integral and inspirational asset to society.

19. M E M B E R B E N E F I T S
AARP leverages its collective buying power
to make market-changing products and
services available for its Members in key
categories: Health, Financial Security &
Consumer Protection, Travel, Retail, Dining,
Entertainment, Technology, Caregiving, and
Home.
R E S E A R C H
Through our Public Policy Institute, we
conduct and publish in-depth research and
position papers on major topics of interest to
the 50+, such as economic security,
healthcare and livable communities.
L I F E R E I M A G I N E D
AARP helps address the unmet needs of
millions who are seeking inspiration, information
and guidance as their lives change and evolve.
Life Reimagined utilizes online and offline
experiences to guide people through life
transitions.
A D V O C A C Y
AARP advocates for the financial, healthcare
and consumer policies most important to the
security and wellbeing of people 50+.
How AARP Creates Real Possibilities
19

20. 20
A A R P F O U N D AT I O N
AARP Foundation works to win back
opportunity for struggling Americans 50+ by
being a force for change on the most serious
issues they face today: housing, hunger,
income and isolation. By coordinating
responses to these issues on all four fronts
at once, and supporting them with vigorous
legal advocacy, the Foundation serves the
unique needs of those 50+.
R E W A R D S F O R G O O D
Rewards for Good is a first-of-its-kind loyalty
program that rewards users of AARP.org for
engaging with exclusive online tools and
information that deliver meaningful impact
to their lives. In support of AARP’s social
mission of improving the lives of people age
50+, this innovative program is designed to
reward AARP’s online users with points
based on their level of online engagement—a
distinct contrast from the traditional loyalty
programs that solely reward consumers
based on monetary transactions.
How AARP Creates Real Possibilities
20
A A R P F O U N D AT I O N TA X - A I D E
AARP Foundation Tax-Aide is the largest free,
volunteer-run tax assistance and preparation
service in the country with 35,000 Tax-Aide
Volunteers nationwide offering free tax
assistance to 2.5MM taxpayers annually,
helping to prepare and file tax returns
resulting in over $1.4B in income tax
refunds.

21. 21
How AARP Creates Real Possibilities
T E C H N O L O G Y
AARP educates and empowers the 50+ to
adopt technology and gives greater access
to information, tools and services that
enhance their lives and stay connected.
AARP TEK is a community
based program delivering hands-
on educational workshops
customized for the 50+.
To help improve digital literacy
among the 50+, AARP launched
RealPad in 2014, an affordable,
fast, easy-to-use tablet designed
from the ground up specifically
for the tech-shy.
P U B L I C AT I O N S & I N F O R M AT I O N
AARP connects people with others, in part,
through information that equips and inspires
people to live their best life.
AARP The Magazine is a
lifestyle magazine and the
world’s largest circulation
publication.
AARP Bulletin is the go-to news
source for the 50+ generation.
AARP.org provides 33 interactive
tools to help people budget, save,
invest and plan for retirement
and 17 tools to check health
symptoms, find savings on
drugs, calculate long-term care
costs and more.
AARP TV, Radio and Social Media inform
and entertain people of all ages through
outlets like George Takei “Takei’s Take”
series on YouTube.
AARP Books publishes titles focusing on
money, work, technology and food.
21

22. 22
How AARP Creates Real Possibilities
G L O B A L R E A C H
AARP works internationally with govern-
mental and non-governmental organizations
to foster an exchange of ideas and seeks
innovative ways to address the challenges
and opportunities of 50+.
C O M M U N I T Y S E R V I C E
AARP Members and volunteers form a powerful
community that works toward the betterment
of society.
Caregiving Resource Center makes
resources available to unpaid caregivers
of family and friends.
AARP Create The Good, an
online volunteer network, connects
people to service opportunities
based on time, interest and skills.
AARP Driver Safety helps
500,000+ participants refresh their
driving and safety skills.
AARP Experience Corps, an
affiliated AARP charity, provides
mentoring services in the
community for children K-3.

23. 23
How AARP Creates Real Possibilities
B E N E F I T S
Members can challenge their brain in new ways,
in five key areas every day to positively affect
brain health, so they can continue to live their
best lives and do all things they love.
M E M B E R S H I P O P T I O N S
W H Y S TAY I N G S H A R P
AARP is focused on the issues that matter most
to our Members. AARP created the Staying
Sharp membership because the 50+ tell us that
staying mentally sharp is the most important
issue in their life today.
W H AT M E M B E R S R E C E I V E
A comprehensive suite of tools and materials
across the spectrum of brain health including
the Staying Sharp Challenge from Brain HQ,
Staying Sharp Video Insights Series, and a
newsletter to stay informed about brain health
from experts members can trust.
23

24. 24
W H AT M E M B E R S R E C E I V E
Members and non-Members gain access to an
online site to see what others paid for their car, a
trusted network of more than 6,500 Certified
Dealers who issue a haggle-free price certificate,
and savings off MSRP on new cars. Members
save up to an additional $300 on new cars and
save on used cars too.
B E N E F I T S
With the transparency brought to this program,
participants are empowered with information to
buy cars with confidence and avoid the hassle of
price negotiations.
H E L P F I G H T H U N G E R
When a new or used car is purchased through
the AARP Auto Buying Program, a portion of
proceeds received by AARP from the AARP
Auto Buying Program are donated to AARP
Foundation to benefit the Drive to End Hunger
Campaign.
How AARP Creates Real Possibilities
W H Y A N A U T O B U Y I N G
P R O G R A M
This social mission program meets the
needs of the 50+ who want transparency
and a hassle-free car buying experience
when it comes to price negotiations.
24

25. 25
How AARP Creates Real Possibilities
25
W H Y L I V E A S S I S T
We know the 50+ lead busy and active lives. AARP
Live Assist (a concierge service) enables Members
to obtain help with small tasks so they can make
more time for the things that matter most.
W H AT M E M B E R S R E C E I V E
A team of personal assistants who can answer
any question or provide help with any task to make
life easier. From dinner reservations to product
reviews, online shopping, and much more, the
team of assistants is available via phone, email,
or mobile app 24 hours a day, 365 days a year.
B E N E F I T S
Multi-tasking is proven to be harmful to brain
health. Now Members who are crunched for time
or have too many things to do in a day can receive
unlimited help any time, anywhere.
E M B E D D E D O F F E R S AVA I L A B L E T O A L L M E M B E R S

26. 26
AARP has always been committed to playing
an impactful role in local communities
AARP is more committed than
ever to driving awareness of all its
offerings, programs and resources
in local communities. AARP has
launched a 13 city Enterprise
Community Pilot to showcase all
that AARP does at the local level
and to demonstrate that it is not just
a national organization.
A A R P E N T E R P R I S E C O M M U N I T Y
P I L O T C I T I E S
26

27. 27
Imagine the
Possibilities

28. 28
CASE STUDY:
Pfizer & AARP
Pfizer was interested in working with AARP
to expand its visibility as a resource for adult
caregivers who are taking care of their parents.
Pfizer provided AARP with caregiving web content
and funded an AARP caregiving toolkit and a
caregiving eBook (Juggling Work and Caregiving by
Amy Goyer). Pfizer also sent celebrity speakers to
AARP’s Life@50+ event in Atlanta (2013).
Through this relationship, AARP and Pfizer deliver
important caregiving information to AARP Members
and the 50+ population.

29. 29
CASE STUDY:
Toyota & AARP
Toyota and AARP have teamed up to reduce
incidents of isolation and promote driver safety
among older Americans. Toyota made a three-
year, $12.6 MM grant to AARP Foundation that
funds AARP Driver Safety, the initiative offering the
nation’s first and largest driving refresher course.
For over 30 years, AARP Driver Safety has
graduated more than 15MM course participants.
Classroom courses are facilitated by 4,000+
volunteers at 18,000 community organizations
nationwide. AARP Driver Safety helps 560,000+
participants keep their driving skills sharp each
year. The program strives to reach even more
participants in the future.

30. Walgreens and AARP have worked together to
create a unique program that provides AARP
members access to exclusive retail offers
including Balance® Rewards for healthy choices,
community events and AARP membership
campaigns.
AARP members receive exclusive Balance Rewards
offers when they link their AARP membership to
their Walgreens Balance Rewards account. These
rewards are available on Well @ Walgreens
branded health and wellness items, along with
rewards for healthy behaviors like walking or getting
your blood pressure checked.
Walgreens communicates this suite of benefits via
online channels, in-store signage, in-store-radio and
weekly circulars. Walgreens also sponsors an
annual in-store AARP membership drive at its over
8,100 Walgreens and Duane Reade locations in the
U.S. and Puerto Rico.
30
CASE STUDY:
Walgreens & AARP

31. 31
CASE STUDY:
Denny’s & AARP
The discount offered by Denny’s is a popular
membership benefit for AARP Members. By
teaming up with AARP, Denny’s is increasing
brand loyalty among the 50+ and driving new
business to its restaurants. The program is a
positive relationship for AARP, Denny’s and, most
importantly, AARP Members who dine there.
Members receive 15% off the total check all day,
every day at more than 1,600 Denny’s locations.
This offer is communicated online and offline
through POP materials and AARP promotional
channels.
Source: Denny’s Product WHY page, updated 8/14/13