Can This Reputation Be Saved?

The AARP

The short answer: Only if there's no alternative.

Now I will admit that I have passed that depressing life-changing moment when I received my AARP membership card in the mail. I will also admit that I was thoroughly pissed off that they had the timing down so accurately. At that particular moment, the last thing I wanted to be reminded of was my progress (or lack thereof) towards senior citizenship. (For the record I have not enrolled.) So I tackle this column with a fair amount of bias.

Still, the AARP made a serious miscalculation when it came out in support of the recent Medicare Plan: It forgot to listen to its constituencies. Worst, it didn't even ask. Instead, it acted like what it has become, a major health insurance company, and therefore it put the needs of the organization before the needs of its members. Something that any membership organization can tell you is a very bad move.

The problem is that AARP is no longer just a membership organization but a brand that is synonymous with lobbying efforts for the elderly. It no doubt sided with the Republicans on the issue because the bill would help its lobbying efforts. But they forgot that the reason for its clout on Capital Hill is the size of its membership base, and when members are left in the dark and not consulted on decisions, relationships deteriorate quickly.

Apparently, the AARP's computer bulletin board was filled with thousands of angry messages from members. When members are protesting at your doorstep, it's a pretty good indication that your relationships are shot and it will take a long time to fix them. The good news for the organization is there really is no alternative if seniors want the clout and the discounts that the AARP can offer.

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