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AARP presentation


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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.

Published in: Government & Nonprofit
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AARP presentation

  1. 1. Whatever you may think AARP is… Think again
  2. 2. When you get to know us, you might just be surprised… 2
  3. 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,, 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. 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. 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. 6
  7. 7. 7 AARP is all about Real Possibilities. 7
  8. 8. 8 AARP believes age can multiply our Members’ possibilities, not limit them.
  9. 9. 9 Who are AARP Members?
  10. 10. 10 Impactful 37MM Members in 22.5MM households Approximately 33% of the 50+ population 10
  11. 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. 12 Big Spenders The 50+ population spends $7.1T annually Oxford Economics
  13. 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. 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. 15 The AARP Brand is powerful Credibility Trust Legacy Integrity Reliability
  16. 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. 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 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. 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. 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 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. 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. 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. 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. 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. 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. 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. 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. 27 Imagine the Possibilities
  28. 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. 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. 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. 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