The Issue:

The oldest baby boomers turned 60 in 2006 generating questions about how the 78 million Americans born between 1946 and 1964 will redefine retirement and aging.

The Challenge:

The Retired and Senior Volunteer Program (RSVP) in San Francisco enlisted the help of  i.e. communications to update its appeal to people over 55, engage more baby boomers in volunteering, and increase the diversity of its volunteers.

The Role of i.e. communications:

Working with RSVP (now RSVP of San Francisco and Alameda Counties),  i.e. developed and implemented a strategy to revitalize volunteer recruiting and attract baby boomers, including:

• Research - i.e. conducted a workshop with advisors, key informant interviews, and a media audit to assess perceptions of RSVP, define future goals and understand the civic engagement landscape for older adults. i.e. also performed a literature review to gain insight on the issues facing the boomer generation and their views on volunteerism.

• Branding, Identity, and Messaging -  i.e. produced an updated brand that factored in boomers’ optimistic outlook of what can be done and achieved after age 55. i.e. created and tested a new logo and other identity components incorporating the theme, “Rediscover, Reconnect, RSVP!” and the tagline, “Putting your experience to work for the community.”

• Collateral and New Media Tools –  i.e. created a variety of materials, including an organizational brochure and website copy. i.e. made recommendations on language, advising against the use of words like “senior” and “retired.”

• Program and Outreach Strategy – Recognizing that it takes more than new messages and materials to increase boomer volunteerism, i.e. recommended a variety of tactics, such as collaborating with partner organizations, expanding volunteer opportunities, targeting boomers with a history of volunteerism, and enhancing its association with the Corporation for National and Community Service.

Results:

• More baby boomers signed up – From 2005-2008, the number of baby boomer volunteers recruited by RSVP doubled annually.

• Expanded volunteer opportunities – The types of volunteer opportunities, as well as diversity of roles, grew to better meet the interests of baby boomers.

• Additional help for nonprofit partners – RSVP developed new programs and services to encourage and assist their nonprofit partners in diversifying their volunteer opportunities.

• Increased website traffic- The re-designed website, which now included a blog, garnered substantial growth - unique visitors doubled and website hits tripled annually since 2005.

• Boost in national recognition – RSVP’s efforts to increase baby boomer civic engagement increased the visibility of their organization nationwide, particularly among federal funders and other RSVP programs.