COTA NSW

What COTA NSW does

COTA NSW (Council on the Ageing New South Wales) is a nonprofit advocacy organization and registered charity that has operated since 1956 as the peak body for people aged 50 and over in New South Wales, Australia. Its core functions are policy research and advocacy, community engagement, and educational content production on issues including ageism, loneliness, elder abuse, climate change impacts on older people, healthcare access, and financial vulnerability. The organization delivers a portfolio of free services: a free membership program with access to events, webinars, and community connection opportunities; monthly email newsletters; in-person and online events including NSW Seniors Festival programming; an expanding content library including the 50+ Reports research series, the Breaking Taboos podcast, and publications such as The Little Book of Good Things and The Little Book of Savings; plus an A-Z resource directory and elder abuse information resources.

The business model is grant- and donation-funded rather than commercial. The primary revenue stream is a five-year government funding renewal from the NSW Department of Communities and Justice, supplemented by one-off and recurring public donations and bequests. There is no priced product, subscription, or transaction revenue; membership is free and the organization explicitly operates a freemium access model. GTM is direct-to-consumer through a website-driven sign-up form, multi-channel marketing (Facebook, LinkedIn, Instagram, email newsletters, earned media, podcasts, videos, events, expos), and partnership-mediated distribution via a quarterly community bulletin to service providers and venue/event partnerships (e.g., Sydney Mechanics' School of Arts). Customers in the funder sense are the NSW Department of Communities and Justice as the primary enterprise funder and corporate partners such as Bunnings; beneficiaries are the 50+ population of NSW across diverse sub-segments including Aboriginal and Torres Strait Islander peoples, CALD communities, LGBTIQA+ older people, people with disability, older carers, and regional/rural communities.

The operating footprint is small with approximately four core staff (CEO, Policy and Research Lead, Communications Lead, Operations Manager/EA), supported by an eleven-person Board of Directors with substantial governance experience across government, finance, aged care, and community services. COTA NSW does not develop or use proprietary technology products; its technology surface is standard nonprofit digital infrastructure. In 2025 the organization received parliamentary recognition, launched The Little Book of Good Things at NSW Parliament House, and assumed a new Secretariat role for Ageing Peak organisations in the state alongside its five-year funding renewal.

Name

COTA NSW

Legal name

Council on the Ageing New South Wales

Website

https://cotansw.com.au

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

1–10 employees

Short description

COTA NSW is a nonprofit peak body, founded in 1956, that advocates for people aged 50+ in New South Wales through policy research, community events, free membership, and educational publications. It is primarily funded by a five-year NSW government grant and serves older adults across metropolitan and regional NSW.

Ownership category

akta.pro rank

Product category

Senior Advocacy and Ageing Policy Services

NAICS

Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior advocacy services
• Ageing policy research
• Older adults community
• Nonprofit membership organization
• Elder care information

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Government Funding: COTA NSW receives five-year funding renewal from the NSW Department of Communities and Justice. This government funding supports their advocacy work, research initiatives, and community programs for older people in NSW.
2. Donations and Bequests: The organization accepts one-off and regular donations from the public. They also encourage leaving gifts in Wills as a way to support their mission into the future.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

COTA NSW operates free membership and advocacy services for people aged 50 and over in New South Wales, Australia. Its core offerings include a free membership program, monthly newsletters, in-person and online events and webinars, the "50+ Reports" research publications series, podcasts and educational videos, and resource directories connecting older people to aged care, mental health, legal and elder abuse support services. The organization influences state and federal ageing policy on behalf of its members and produces evidence-based research on issues such as ageism, loneliness, and climate change impacts on older adults.

Product overview

COTA NSW is a not-for-profit advocacy organization that serves as the peak body for people aged 50+ in NSW. Rather than a technology product, it offers a suite of membership services, publications, and community programs. The core offerings include free membership providing access to events, newsletters, and advocacy opportunities; research publications (the 50+ Reports series) covering topics like loneliness, climate change, and housing; educational resources including videos, webinars, and the Breaking Taboos podcast series; and publications like 'The Little Book of Good Things' and 'The Little Book of Savings'. The organization also provides elder abuse information, mental health resources, and an A-Z help directory. All services are free and focused on advocacy, information sharing, and community support for older people.

Differentiator

Problem solved

Functional benefit

Products and services

• COTA NSW Membership Free membership program for people aged 50+ in NSW providing access to events, monthly newsletters, research publications, advocacy opportunities, and community connection activities.
• Events and Webinars Program Free in-person and online events held across NSW and via Zoom covering topics such as scams awareness, mental health, healthcare navigation, exercise, retirement planning and ageism, often featuring expert speakers and panel discussions.
• Research and Reports (50+ Reports) Evidence-based research publication series (50+ Reports) on issues affecting older people in NSW, including the State of the Older Nation (SOTON), Voices of Solitude (loneliness), Weathering the Storm (climate change), and reports on ageism, housing insecurity and ageing experiences.
• Monthly Newsletter Monthly email e-newsletters providing members and supporters with updates on COTA NSW news, advocacy work, events and information relevant to older people in NSW.
• The Little Book of Good Things Publication showcasing resilience, creativity and energy of older Australians through individual stories, launched at NSW Parliament House by the Minister for Seniors, demonstrating that later life is a time for growth, connection and purpose.
• The Little Book of Savings Brochure with tips, offers and discounts designed to help older adults in NSW make the most of their money and live well with confidence.
• Breaking Taboos Podcast A ten-part podcast series exploring ageing and mental health through the honest experiences of older Australians, discussing topics including depression, loneliness, grief and stigma.
• Elder Abuse Information and Support Information and resources on recognising different forms of elder abuse (emotional, physical, financial, social, sexual and neglect) with guidance on where to seek help, including helpline details.
• Equitable Ageing Initiative Advocacy program promoting policies and systems that support equitable ageing, recognising differences in how people experience ageing based on health, income, culture, gender, sexuality and circumstances.
• Where to Get Help Directory A-Z resource directory connecting older people with support services including advocacy, aged care, elder abuse helplines, mental health, housing, legal advice and exercise programs.
• Community Bulletin for Service Providers Free quarterly bulletin distributed to community sector workers (caseworkers, support officers, volunteer coordinators, program leads) keeping them informed about ageing policy, research, sector news and COTA NSW advocacy priorities.

Quantifiable outcome

• 62% of older people had been treated differently because of their age (2025 Ageism in NSW report)
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and supporting.

• BunningscoreGTM or Marketing Partner · 1 January 2025Bunnings supported the production and distribution of The Little Book of Good Things publication. Bunnings has approximately 30% of store team members aged 50 and over and 14% aged 60 and over. The partnership showcases older workers making meaningful contributions and supports age-positive employment practices.
• Sydney Mechanics' School of Arts (SMSA)coreStrategic or Co-development Partner · 1 January 2025SMSA hosts COTA NSW events including the AGM and NSW Seniors Festival series. Venue partnership for in-person events, webinars, and community gatherings at their city center location.
• National Anti-Scam Centre / ScamWatchcoreStrategic or Co-development Partner · 1 January 2025Partnership for Stop. Better Safe than Scammed events and awareness campaigns. COTA NSW CEO participated in National Anti-Scam Centre video campaign during Scams Awareness Week. Joint initiative addressing scams targeting older Australians.
• NSW HealthcoreStrategic or Co-development Partner · 1 January 2025NSW Health partnered on Let's Talk About Mental Health webinar for Mental Health Month, along with Department of Communities and Justice. Supports COTA NSW's health and wellbeing programming for older people.
• Department of Communities and JusticecoreStrategic or Co-development Partner · 1 January 2025Government department provides five-year funding renewal to COTA NSW. Also partnered on mental health webinar and broader ageing policy initiatives.
• Relationships Australia NSWsupportingStrategic or Co-development Partner · 1 January 2025Partnership for Connections: Nurturing Positive Relationships event. CEO Elisabeth Shaw participated in panel discussion on social connections and wellbeing in later life.
• Age Discrimination CommissionercoreStrategic or Co-development Partner · 1 January 2025Commissioner Robert Fitzgerald AM provided foreword for The Little Book of Good Things and delivered keynote at Shining a Light on Ageism event. Ongoing collaboration on ageism awareness and advocacy.
• Elder Abuse Action AustraliasupportingStrategic or Co-development Partner · 1 January 2025COTA NSW CEO Gohar Yazdabadi featured as guest speaker for webinar hosted by Elder Abuse Action Australia exploring the intersection of ageism, loneliness, and elder abuse.
• NSW Government (Minister for Seniors)coreStrategic or Co-development Partner · 1 January 2024Ongoing engagement with NSW Minister for Seniors Jodie Harrison MP, who launched The Little Book of Good Things and opened NSW Seniors Festival events. Government partnership for ageing policy advocacy.

Scale indicators5 records

Recent moves1 record

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/cotansw
• LinkedInlinkedin.com/company/council-on-the-ageing
• Instagraminstagram.com/cota.nsw
• Xx.com/COTA_NSW

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about COTA NSW