Nurturing Our Retired Citizens		Replication Guide

Senior Resource Directory

Mission

To increase access to available information and services for seniors, their caregivers, and social service professionals in order to:

• Connect isolated seniors to resources
• Prevent crisis
• Promote education and participation in the community events

Program Description

The Directory provided a comprehensive list of resources available for seniors, their caregivers and social service professionals. These resources are located in the community or they serve seniors in their homes. It included local, state and general resources. In addition there are several pages of helpful information for seniors, i.e. self-guided fall prevention assessment and tips for hiring in-home help.

Community Goals Met

• Identify seniors who are isolated and engage them in community activities
• Educate residents and service providers about existing resources
• Initiate an outreach program to connect seniors and their families to the available services in the community
• Provide options for health promotion, exercise, volunteering and other vital aging activities

Program Leadership  

The NORC Consumer Advisory Committee

• Brainstorms topics and services to include
• Gives recommendations on the Directory format.
• Reviews and edits drafts of the Directory

NORC Administrative Assistant

• Determines the contents
• Collects information
• Creates the structure
• Checks the listings contents
• Coordinates editorial and public relations efforts
• Makes corrections
• Prepares material for printing  

Impact

• Seniors in the community and their caregivers: 3,200 copies were printed, and distributed or mailed by request
• The directory is available on the Internet at the NORC website.

Planning Timeline

Allow the following amount of time for each process:

• Seven months to collect listings and information available through the Internet, existing guides and local providers.
• Two months to analyze information and prepare a draft directory for evaluation and edit.
• One month to edit the draft directory according to received corrections and comments.
• One month to verify the phone numbers and other information before giving the directory to printing.
• One week to print and proofread the proof from the printing company.
• After the proof allow two weeks to print the directories.
• Ongoing delivery of directories to seniors.

PR Marketing and Dissemination

• Local newspapers
• Community centers
• Senior apartment buildings
• Libraries
• Internet
• Housing inspectors left them behind after inspections
• Local police and fire departments left them behind when on medical calls

Process and Outcomes

The concept of creating a senior resource directory was written into the original grant proposal. When the administrative assistant was hired, this was one of her main tasks. It took almost a year to complete.

Writing process and style

• It took three months to arrange the collected material into categories.
• An Internet search was done looking for ways to create a “senior friendly” publication, keeping in mind the changes in vision that occur with age.
• We initially listed mailing addresses along with web sites and phone numbers. However, we decided to limit information to web site addresses and phone numbers, because most agencies expect people to call them first and make an appointment before visiting them in person. The agencies might have several locations or their mailing address might be elsewhere. Some information could be only found on the web sites or ordered by phone. The seniors recommended putting the web site addresses directly under the agency name because they are often related.
• The NORC Senior Consumer Advisory Committee chose the font, color and page layout. We designed the two-column page layout, because they found it difficult to follow a long line with a phone number at the end.
• Three edits were completed by the Senior Consumer Advisory Committee and one by the NORC Steering Committee. The PR department at Jewish Family and Children’s Service did the final edit and designed the Directory cover pagers. NORC staff verified all the phone numbers and web addresses in the Directory before submitting it to the printer.

Printing

• We received three bids from the local printers, interviewed them, and examined samples of their work before hiring one.
• We initially ordered 2000 copies which corresponded to 25% of the seniors in the community. Later we ordered an additional 1200 copies: 500 for the Senior Summit and 700 for the NORC survey participants.

Distribution

• We first considered sending copies to every household in the community, but on the advice of our Senior Consumer Advisory Committee, we decided to send the Directory just to people who wanted one.
• We made the Directory available at many places frequented by seniors, such as community centers, libraries, hospitals, city hall, senior campuses and places of worship.
• We took them to senior events such as fairs, summits, lectures and presentations.
• We advertised the availability of the Directory in the local newspapers, the NORC newsletters and our event flyers.
• We mailed the Directory only by request because of the expensive. To save postage, it was mailed as “Bound Printed Matter”.
• Some of the Senior Advisory Committee members volunteered to deliver them to the addresses near their homes.
• We also made the Directory available on the NORC web site: www.norcmn.org where the listings were frequently updated.

Cost

The funds to print the Directory was included in the grant from the Administration on Aging. We also considered selling ads to defray the cost but realized that ads would detract attention from the information in the Directory. Other possible sources of support might be the state or local government, the business listed and civic groups such as Rotary.

Recommendations

Great efforts were taken to ensure that the Directory was senior-friendly and easily searchable. We learned that the search for services would be more effective if we added an alphabetical index at the end of the directory. In addition, it was important to keep the updated Directory on-line as many seniors use computers to access information. We also found that it was helpful for out-of town family members who used the online Directory to find local providers of services to support their loved ones in our community.

Budget and Funding Source

Summary

The Senior Resource Directory was a useful tool to provide information about services for seniors in the community including numbers to call for immediate help or assistance. Additional information on general planning and issues related to aging and retirement were also appreciated. We received very positive feedback about the Directory from many agencies and individuals who found it helpful. Updates on our website kept it current and readily available.