Aging True, has helped seniors in Northeast Florida maintain independence and age gracefully since 1962. Today, they are one of Northeast Florida’s largest non-profit providers of senior services and an innovative leader in enabling home-based senior independence. Along with many of its peers regionally and nationally, Aging True has faced incredible market challenges over the past five years including increased competition from the private sector and reduced funding channels at the federal and state levels.
In fall of 2016, the organization engaged the Value Mapping™ process through a grant from the Community Foundation. The initial focus was on improving brand communication so Aging True could tell their story more effectively. The initial goals are to increase fundraising revenue and improve volunteer recruitment while better clarifying the value Aging true offers the community. This is now being operationalized and leadership along with selected staff are being introduced to the process, embracing it and applying it directly.
Upon completion of the Sales & Marketing Value Mapping™ process Discovery phase, Aging True’s leadership plans to engage employees through the Employee Value Mapping™ process to guide them in better understanding their own value to the organization and helping create “brand champions” with an eye toward sustainability and retention.