National Council on Aging: Overview

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National Council on Aging: Overview

After thorough research we have obtained data on the National Council on Aging's offerings, history, accomplishments, and partnerships. We have also obtained data outlining how aging adults visit websites and consume web content, along with current challenges this demographic faces.

Services & Offerings

  • NCOA offers guidance to senior citizens on benefits including Medicare, Medicade, prescription assistance programs, food assistance benefits, nutritional guidance, energy assistance, and other medical, dental, & vision benefits.

History & Accomplishments

  • Established in 1950, the NCOA has been in operation for over 65 years and has focused on advocacy, policy & initiative efforts, as well as developing & managing programs to assist aging individuals nationwide.
  • In 1961, leaders of the NCOA formed the American Association of Homes for the Aging, which is now LeadingAge.
  • The institute established the National Institute of Senior Centers in 1970, who is "Committed to supporting and strengthening the nation’s 11,000 senior centers through best practices, professional development, advocacy, research, and national standards and accreditation."
  • Between 1980 to 2009 the NCOA was also responsible for establishing a Leadership Council of Aging Organizations, co-founded the Generations United organization, the Falls-Free Initiative, as well as the Disability & Aging Collaborative.
  • NCOA set a goal in 2010 to improve the lives of 10 million older adults by 2020, they accomplished that goal in 2019. This figure includes individuals served directly by NCOA and its partners.
  • In 2009, the NCOA launched the Economic Security Initiative, a holistic approach to economic case-work, which also lead to the launch of EconomicCheckUp, an online service to help older adults with their finances.


  • The NCOA focuses on partnerships with organizations such as corporations, foundations, community-based organizations, and government entities.
  • With community-based organizations they focus on advocating partnerships to influence public policy affecting older Americans. Adding to their network of National Institute of Senior Centers and encouraging these organizations in using and sharing resources from their Center for Healthy Aging and Center for Benefits Access.
  • Corporate partnerships with NCOA are encouraged through means of sponsorship and offers a wide range of sponsorship packages for interested corporations.
  • Partnerships with foundations have allowed the NCOA to create innovative and effective programs. Current foundation partnerships include the Prudential Foundation, Walmart Foundation, and the Wells Fargo Housing Foundation.
  • Government relationships focus on grants and partnerships, to allow the NCOA is able to help older adults find work and service opportunities, access benefits, participate in healthy aging programs, and much more.

Elderly Consumers & How They View Web Content

  • 59% of people 65 years of age or older own and use a smartphone.
  • 32% of adults age 65 or older utilize a tablet type device.
  • 66% of people age 65 or older have and utilize a home internet service.
  • The challenges seniors face in consuming web content include health & physical challenges that prevent them from using technology, a general skeptical attitude about the benefits of technology, and the difficulty in learning new technologies on their own.
  • Tablet ownership is growing among older adults in the U.S., while other devices such as e-readers have stalled in growth.

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