October 2003 - Boom or Bust!

How AARP is repositioning itself to attract and retain Baby Boomers

There's no denying it: The Baby Boom Generation is coming "of age.'' The largest age cohort in the country is turning 50 at the rate of one every 8 seconds, and the implications for business and society in general are huge. Christine Donohoo, AARP's Associate Executive Director for Membership, shared some highlights from AARP's extensive research on the Boomers, and discussed the ways AARP is re-inventing itself to offer value and relevance to this large and diverse member group. We learned the facts and myths about Boomers, and how AARP set about "listening" to this target audience and translating their learning into a new brand positioning and communications approach. We saw how AARP revamped its flagship publications and how they are customized to be relevant to three different generations. We also heard about the deliberate process that Christine is leading to add significant value to the membership and to diversify AARP's membership development strategies and tactics.

About AARP

AARP is a nonprofit, nonpartisan membership organization, dedicated to addressing the needs and interests of people 50 and over. Through information, advocacy and service, AARP seeks to enhance the quality of life for all as we age. AARP has 35 million members and offices in all 50 states, the District of Columbia, Puerto Rico and the U.S. Virgin Islands.

About the presenter

Christine Donohoo was named Associate Executive Director of AARP's Membership Group and Director of the AARP Foundation in December, 2002. As AED for Membership, she has responsibility for the following groups:Member Growth and Development, Brand Management, Publications, Member Services, and Knowledge Management. As Director of the AARP Foundation, AARP's charitable affiliate, Christine oversees charitable programs,litigation, fund raising and operations. Before coming to AARP, Christine lived and worked in Charlotte. She was Principal, Bridgetree Consulting, the consulting arm of Bridgetree. She also served for two years as the president of the consumer division of iDine, the nation's leading dining rewards program. Bank of America (then NationsBank) recruited Christine and brought her to Charlotte in 1995. She served as Senior Vice President for Marketing Communications, building an integrated direct marketing and advertising capability for the bank, and playing a leadership role in the transitions associated with five major mergers. Her early career was in the direct marketing agency world, where she was a principal at Dimac Direct in St. Louis. Christine is a life-long community volunteer and has served on the boards of several not-for profit agencies and trade organizations. She was the first president of the Charlotte Direct Marketing Club. She works in Washington, DC and lives in Bethesda, MD.

Some photos from the October 2003 event:

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