Sustaining a NORC Program

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Guiding Principle # 4

A NORC program communicates its goals and accomplishments to the broader community in order to secure buy-in and a lasting commitment.

Communication is much more than marketing a program or reporting to funders. A comprehensive communication strategy tells a specific NORC program story—about mission, activities, accomplishments, and aspirations. It should be individually tailored to particular audiences and emphasize outcomes and benefits.

Purposeful communication helps to invest the larger community in a NORC program and maintain its long-term commitment to common goals. As more people and organizations hear the program’s message, more of them recognize the value of designing a better community for seniors aging in place. Good communication looks spontaneous, but it is not.

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