Starting From the Beginning: The DaneAge Experience

1. Starting From the Beginning: The DaneAge Experience

2. DaneAge Association • Denmark • Most Southern of the Scandinavian countries • Capital: Copenhagen • Population: 5.5 million DaneAge Association

3. DaneAge Association • Scandinavian welfare model • High employment rate • Flexicurity labor market • High income taxes and VAT • High level of publicly provided welfare services • Income redistribution and equality • High degree of social mobility DaneAge Association

4. DaneAge Association • The Danes • Consumer sophistication • Strong traditions for associations and organizations • We top many international studies on happiness DaneAge Association

5. DaneAge Association • 560,000 members (28 % of Danes 50+) • 10,500 volunteers • 100 staff • 217 local chapters across Denmark DaneAge Association

6. DaneAge Association • Fertile ground in mid-eighties • Unemployment and social exclusion • Future study – new knowledge • Start-up capital from EGV Foundation • Nationally distributed membership magazine in early 1987 • Guinness Book of Records: Fastest growing membership organization DaneAge Association

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8. DaneAge Association • Think in terms of what members needs, present and future • Computer courses in the 1990’ies • Nordic Walking • Text messaging • Labor market issues • Ethnic minorities DaneAge Association

9. DaneAge Association • Strong emotional appeal • Older patients in the hallways • Nursing homes • Low-income pensioners DaneAge Association

10. DaneAge Association • Non-partisan and with political courage • Don’t establish an “Older People’s Party” • Stay independent • …or blend in and be forgotten • Retirement scheme scandal in 2006 DaneAge Association

11. DaneAge Association • Analysis, documentation, accountability and credibility • Good for brand • Easier to be consistent if you stick to the facts • Confidence and good conscience DaneAge Association

12. DaneAge Association • Social responsibility • Younger generations are our children, grandchildren, great-grandchildren • We were young once, too • Decision makers tend to listen more, if you have something to offer • Not just criticizing, but also offering workable solutions DaneAge Association

13. DaneAge Association • Marketing and use of media • Don’t skip campaigns, hoping for new members to join automatically  • Keep visible in the public arena • Communicate to members, decision makers, all stake holders DaneAge Association

14. DaneAge Association • Network of local chapters • Embassies across Denmark • “Coming to a theatre near you” • Local visibility • Networking in the local community DaneAge Association

15. DaneAge Association • Thousands of volunteers • Putting in an amazing number of hours • “We attracted the best volunteers” • Honor and acknowledge their efforts • Make sure to attract new generations with new ideas DaneAge Association

16. DaneAge Association • Stick to the budget • Don’t waste members’ fees • Overspending would be a feast for foes DaneAge Association

17. DaneAge Association • Large size • Attractive partner, politically and commercially • Cherry-pick • Leverage the strengths and competencies of strategic partners DaneAge Association

18. DaneAge Association • Strong commitment • Volunteers and staff: It’s not “just a job” • Personal involvement and idealism is a strong fuel • But perhaps harder to make people change direction DaneAge Association

19. Dos and Donts… • “See all of the above…”  • But most important… • Do: • Listen to members • Show courage • Be a social entrepreneur, combining idealism with skills and understanding of ”the market” DaneAge Association