AARP (for­mer­ly the Amer­i­can Asso­ci­a­tion of Retired Per­sons): lega­cies book­let and newsletter

Exhibited by
Mal Warwick.
June 20, 2012
Medium of Communication
Direct mail, publications
Target Audience
Type of Charity
Country of Origin
Date of first appearance

SOFII’s view

Legacies booklet and newsletter The AARP may be the second largest membership organisation in the world – after the Chinese Communist Party. With 35 million dues-paying members, the AARP is America’s senior lobby. Its highly visible efforts to maintain the US Social Security and Medicare (universal health insurance for those 65 and older) make politicians quake in their boots. Oddly, however, this massive organisation had never turned to its membership for philanthropic contributions before they asked Mal Warwick Associates to build a direct marketing programme for the AARP Foundation.

This booklet and newsletter were the centerpiece of a direct marketing legacy promotion programme. Given the huge size of the AARP membership and the substantial range of interests and abilities, MWA opted to organise the multi-faceted legacy programme illustrated in these materials. As you can see, the copy in these materials pays scant attention to the mechanics of legacy giving, instead placing heavy emphasis on vision, mission and values.