Older adults

You can reach out locally to find out what might encourage older people to get involved.

Also try encouraging existing participants and volunteers to talk to older adults they know or contact local organisations, like Age UK branches or specific interest groups who already work this audience.   

For example, not having flexible membership options might discourage people with long-term health conditions or caring responsibilities that can’t attend every week. 

Flexible membership or fee structures could also support older adults to join your organisation regardless of their financial situation.

Encourage older adults to become part of your organisation’s workforce. This promotes diversity of thought and experience across your organisation and ensures the viewpoint of older adults is considered in decision-making. 

Breaking volunteering roles down into tasks can help get people involved while avoiding heavy individual workloads. 

• Don’t assume that older adults don’t want variety and progression in their activities; try to cater to different fitness, capability and confidence levels. 
• Ensure you have enough volunteers, staff or coaches available at all sessions, to provide the best experience for older adults who might require additional support. 
• Encourage coaches and volunteers to take the time to understand the needs of new participants. Find out about their goals, previous experiences of being active, and how you can help them along the way. 
• Provide information and communications that address any potential barriers, such as what to wear and how to get to the venue. Consider providing a map or public transport routes. 

• Depending on your location, travelling to sessions may be a barrier for some. If this is a problem for any participants or volunteers, work with them to find a solution and try to make the opportunities you offer as local as possible. You could also consider partnering with a relevant organisation to offer transport if this is appropriate, or setting up a buddy system so that willing participants or volunteers drive others to sessions.   
• Consider how the wider environment of your facilities impacts older adults. For example, if you use space in a sports complex that is busy at peak times, consider offering sessions during quieter periods. 
• Older adults might already pursue activities in other venues that suit their needs. By working with organisations like community centres, local churches and specific interest groups who already engage with older adults, you may be able to take your offer directly to them in familiar, suitable facilities. 

• Use your marketing and communications to show, not just tell, people that your offer is achievable, accessible, simple, social and, most of all, fun. Using fun, positive images that reflects your audience will support this. Where possible, offer reassurances about their safety and try to avoid words like ‘sport’, as this can put people off. 
• Use imagery and language that is relatable for older adults. If you already have older adults involved with your organisation, using images of them in your marketing (with their permission) demonstrates that you cater for different age groups. If this isn’t possible, the Centre for Ageing Better has a library of images that are free to use.
• Older adults might not be looking for a sports organisation to join, so be proactive with marketing. Creating relationships with local organisations can help as they might invite you to promote your organisation through them or distribute information for you. 
• Ask existing participants to share testimonials about the benefits of getting involved – for example, improved mood or sleep, greater functional ability to do everyday tasks, and getting the strength and fitness to continue doing things they enjoy. 
• Don’t forget the personal touch. Some older adults might be less comfortable engaging with your organisation online. Use different methods to keep in touch with them such as phone calls and face-to-face contact, especially when they first join.