AARP, Let the Revolution Roll On!
Don’t let the gray hair fool you. With a membership of 40 million plus, AARP, formerly known as the American Association of Retired Persons, is a force to be reckoned with. In fact, many would consider it among the most powerful organizations in the United States today.
It wasn’t always that way. The AARP was founded in 1958 by Dr. Ethel Percy Andrus, a retired high school principal. It evolved from the National Retired Teachers Association (NRTA) which Dr. Andrus had begun in 1947 to promote her philosophy that older people could still be productive. She was also seeking a source for health insurance for retired teachers, something that was virtually non-existent for older Americans before the passage of Medicare in 1965. After approaching dozens of insurance agencies unwilling to insure seniors, she finally found one that would. She did not stop there, however, going on to develop other benefits and programs for seniors, as well as opening a discount mail order pharmacy service.
Over the years, NRTA heard from thousands of people who were not teachers but who wanted to know how they could obtain insurance and other NRTA benefits. Recognizing there was a huge need that was not being met, Dr. Andrus decided to create a new organization open to all Americans. AARP was born.
Although it was founded primarily as a means to offer health insurance, AARP has shifted and expanded its focus over the years. It now provides a wide range of programs and services for its members, everything from insurance options to guaranteed quality control for AARP endorsed products. One of its most valued services is providing content on a variety of issues, via AARP the Magazine, which is published monthly, and in recent years through its increasingly extensive online programming. Older Americans are increasingly computer savvy and, like their younger counterparts, they are turning to the internet to find solutions to their problems. AARP website offers a wealth of information. Members can read feature articles on everything from health to finance to relationships; they can get tips on travel and good food; they can learn about home and garden care. They can also take advantage of discounts and coupons made available on the website.
In addition to its web offerings, AARP runs programs focused on free tax preparation and counseling, work training for older people of low income, training of volunteers, crime prevention, and safe driving.
Recently AARP has expanded to include more entertainment offerings. It ventured into the world of television in 2008 when it wrote and produced the PBS show “My Generation.” The gamble has paid off, at least among TV critics. This year it was nominated for a daytime Emmy for outstanding lifestyle programming. Although it lost out to “The Martha Stewart Show,” Kevin Donnellan, chief communications officer of AARP, says the organization was “thrilled” to get the nomination. He noted, “To receive this kind of recognition and this kind of nomination against the formidable talent that we were up against was something that we viewed with great pride.” David Pepper, the executive director of “My Generation” likened the contest between TV veterans and his show (which has full-time staff of only four people) to a David and Goliath battle, adding that “I think it is a testament to how far we’ve come in a short period of time.”
The distance AARP has traveled in recent years illustrates and underscores the shift in buying power from the 18-to-34-year-old market segment advertisers have typically pursued, to the increasingly sought after 50-plus segment. Donnellan says AARP wanted to move into the TV market to show the industry that there was an interest and that the market could be lucrative for them. According to Donnellan, older Americans have significant disposable income and they are not only watching TV, but they are buying products and services. It is a demographic he believes advertisers should pay attention to.
In addition to its TV offerings, AARP recently introduced a new free internet radio program, aimed at those who are having trouble finding contemporary music that is to their liking. The new programming offers music from 18 stations and is suited to every taste: rock, classical, jazz, country, Latin, and gospel. The program is easy to access and available online at any time.
In the eyes of some, AARP’s greatest benefit for seniors is its political prowess, which has grown significantly over the last several decades. Considered one of the most powerful lobbies in the country (equal to that of the National Rifle Association or the pharmaceutical industry ), it pressures the government to pass legislation benefitting older Americans--- some would argue younger ones as well--- in everything from health care reform to consumer safety to regulating energy costs.
AARP is not without its critics, however. It has been accused by some of having a “liberal leaning,” especially in its perceived support of President Obama’s health care reform bill passed by Democrats last year. David Certner, legislative policy director for AARP, denies this claim. He says his group did not endorse a specific bill and that it did extensive outreach to members, by means of polling, research, town hall meetings, and large quantities of calls and emails both sent and received.
Whether or not some members disapproved of the health care overhaul, it is clear most support the organization’s most recent battle: to prevent Congress from making drastic cuts to Social Security and Medicare. It is an issue vital to the wellbeing of millions of senior citizens and AARP has been urging its members to let their voices be heard.
Although AARP has grown into a powerful organization and continues to expand its outreach, it has attempted to remain true to its founding principles:
- To promote independence, dignity, and purpose
- To enhance the quality of life for older persons
- To encourage older people “To serve, not to be served.”
And serve they do---volunteering with groups that fight to end hunger, provide shelter for homeless vets, build homes with Habitat for Humanity, and mentor children in schools.
The vision held by one woman in 1947 has evolved into an organization that brings dignity to aging and enhances the lives of millions of older Americans. But it also benefits our society as a whole, and for this we should all be eternally grateful.
