Villages are a relatively new membership model that brings together older adults in a community who have a mutual interest in aging in place. However, as with other membership organizations, recruitment and retention are ongoing challenges. This study examines those challenges and what they might mean for Villages’ long-term sustainability.

In this research brief, you’ll learn:

• the reasons many people interested in Village membership end up not joining
• the primary reason people who do join end up dropping out of the Villages over time
• what steps Villages can take to better attract and retain members