LeadingAge members are enthusiastically adopting the new strategies outlined in Opening Doors to Aging Services, the initiative to introduce our sector to the general public and improve perceptions of aging services. Members are using the strategies to frame their communications in ways that research tells us will resonate more strongly with U.S. adults. See how members have used the guidance to tell their stories.

RiverSpring Living, New York City

We are spreading the love throughout RiverSpring! Meet Arline, Charlene and Lisbeth who found that love is much more than just red roses. Charlene and Lisbeth are dedicating their time to listen and laugh each day with Arline, who calls her caregivers family. 

Another post gets to the “heart” of Valentine’s Day:

Where is the love? Right here at RiverSpring! Meet Gloria and Tanya who tell us that they have such a strong connection, they understand one another with just one look! 

A.G. Rhodes, Atlanta, Georgia

A.G. Rhodes combined two Opening Doors Strategies when a group of employees participated in a walk/run and nonprofit expo sponsored by the organization’s longtime community partner. Additionally, the event supported a core A.G. Rhodes’ employee program, benefited A.G. Rhodes’ residents and showcased the commitment of the organization’s frontline caregivers, known as care partners.

A.G. Rhodes Chief Human Resources Officer Mary Helton created and manages the Live Well Committee, through which care partners and other staff participate in wellness challenges, receive nutrition info, attend workshops and enjoy many other benefits. This popular employee benefit bolsters staff retention and recruitment.

A.G. Rhodes has a long partnership with Pebble Tossers, an Atlanta nonprofit organization empowering and equipping youth to lead through service. Pebble Tossers volunteers support A. G. Rhodes’ residents, including visits with pets, holiday events, summer camp, and many more activities.

In March, care partners joined the Live Well Team at the Pebble Tossers’ Ripple Run/Walk and Nonprofit Expo. Communications and Outreach Director Kim Beasley used multi-channel communications before and after the event to convey how A.G. Rhodes demonstrates its nonprofit difference and highlighted dedicated, compassionate care partners, both core Opening Doors strategies.

Each organization’s communications lifted the other in their social media posts. See a few here:

A.G. Rhodes, March 14, (Facebook)

Less than one week until the A.G. Rhodes team joins our nonprofit partner, Pebble Tossers, at their annual Ripple Run 5K/1K + Nonprofit Expo!

Our dedicated Care Partners are the key element in the excellent and loving support residents receive at A.G. Rhodes. To care for others, our team members make sure to care for themselves!

Pebble Tossers, March 18 (Facebook)

Pebble Tossers is happy to welcome the A.G. Rhodes team to the Ripple Run. These athletes are superstar professional Care Partners dedicated to the wellness of older adults, and they take care of their own health through the organization’s Living Well initiative.

We are proud that our two organizations, both mission-driven, community-oriented nonprofits, have a successful partnership that provides opportunities for our volunteers to enrich the lives of elders at A.G. Rhodes’ communities. Join us at the nonprofit expo to make Easter surprises for A.G. Rhodes residents!

Following the race, Kim published a lively blog post with messaging carrying the Opening Doors strategies to emphasize community roots and nonprofit mission and highlight compassionate, dedicated professional caregivers:

“An important component of life in a nursing home is volunteer support and partnership opportunities that keep elders connected with the community. The impact of these opportunities extends far beyond the walls of a nursing home. Partnerships bring tremendous value to the greater community in addition to enriching the wellbeing of nursing home elders and care partners.” Read the full article.

“Keep Going Strong” Brethren Retirement Community, Greenville, Ohio

Brethren Retirement Community embraced the important strategy to emphasize strength and independence in its multi-channel campaign to promote its popular Senior FITness program, which ran in mid-March.

Vice President of Marketing and Communications Holly Hill and her team prepared a series of visuals featuring residents who participate in the program. Using testimonials, facts about the benefits of exercise and photos of residents in action, the campaign showcases the benefits of exercise to physical and mental health, as well as how exercise contributes to independence. Opening Doors research shows that all of these attributes are very important to U.S. adults. The visuals ran as a social media series (Facebook is a primary communications channel for Brethren Retirement Community) and as part of a full-page newspaper ad.

In building the campaign around SeniorFITness participants, the campaign employs other key Opening Doors strategies: to focus on older adults and how Brethren delivers quality services.

Certainly most of us can relate to Nancy Brumbaugh, 91, who says, “Exercise is work, but I always feel better after I’ve done it!”

“FOCUS: Seniors and Their Caregivers” LeadingAge Minnesota

As LeadingAge Minnesota carries its legislative priorities to expand access to aging services and increase wages for professional caregivers to lawmakers, the organization incorporated key elements of Opening Doors strategies into its legislative priorities and messaging for 2022.

Communications Director Libbie Chapuran led with the key strategy: Focus on seniors and their caregivers, rather than leading with providers and Medicaid and regulations.

During briefings she gave to members across the state in preparation for advocacy efforts, Libbie used the strategies as the basis for the legislative asks:

• Support professional caregivers with the wages they deserve.
• Ensure all seniors have access to the quality care they need close to home.

(Note, LeadingAge Minnesota uses the term seniors because it resonates with their audience. Opening Doors messaging guidance recommends the term older adults.)