How many of your area's seniors are you serving? This is an important statistic to use to compare yourself to other
town/city services (like schools and recreation facilities) for budgetary purposes.
In this issue we look at market reach (a calculation that shows
the percentage of your available market you have reached) using different census
metrics. Keep in mind these metrics are about your community, not your participants.
Let's have a look.
Welcome to...Fun Facts - the Market Reach edition
Start Me Up!
In order to get started, we first determined the total reach across the Network. Total Market Reach: 7.88%
Total Market Reach is the percentage of all seniors in areas served by Centers in the MySeniorCenter Network who had an interaction at a Senior Center in 2017. That figure is a slight decline
from 2016, which had a total reach rate of 8.11%. The total number of seniors served per Center increased from 2016 to 2017, but the total number of seniors living in each community increased at a slightly
Location, Location Location
As indicated above, the total market reach for Centers in the MySeniorCenter Network is 7.88% - which means that Centers are interacting with 7.88%
of all available seniors within their market. If we reduce the notion of "reach" to just the zip code or postal code in which the Center is located,
the market reach jumps to
nearly 18.76%. That's impressive - nearly 1 in 5! When seniors need to travel into a different
zip or postal code, the reach drops to 4.2%. In other words, people within their own zip or postal code are more than 4 times as likely to go to the Center as people
who have to travel farther. Food for thought as we ponder regional Centers...
Welcome To Wherever You Are
Speaking of location, we were interested in learning if there are geographic differences in reach, so we used our
City Mouse, Country Mouse
Geographic location is one way to view this, but population density and proximity to cities may be a better indicator for comparison purposes.
The following graph shows the market reach
by metropolitan status. For a description of the different designations,
The lower the population density, the higher the market reach.
Can't Buy Me Love
We next explored income range for the community. For our analysis, we used per capita income (average income per person; total income divided by total population). This next graph does NOT reflect the income
of members who go to the Center necessarily, but rather the average for the community.
As per capita income increases, market reach generally increases. The interesting takeaway here is that those Centers
serving communities with less than $22,000 per capita income have the lowest reach. Those are potentially the people with the greatest need, but yet
we aren't able to reach a large percentage through the traditional Senior Center.
All of the statistics and charts in this issue are related to community characteristics that can influence market reach. It's interesting that the lower income communities have
the lowest market reach. However, there are plenty of Centers across the Network in communities with lower incomes that have much higher market reaches. Next month we're going to look at
those Centers in more detail to identify some of their most popular programs and try to find some patterns.
Older Americans Month
Need some ideas for #OAM18? Click on the image below