Opening Doors
Opening Doors to Aging Services is a nonprofit communications initiative by LeadingAge that provides research-based strategy and more than 100 customizable campaign assets to its 5,400+ nonprofit aging services provider members, targeting adults aged 45+ and families to improve public understanding of the aging services sector.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount—
- GTM typeB2B
- OfferingServices
What Opening Doors does
Opening Doors to Aging Services is a communications initiative launched in 2021 by LeadingAge, a U.S. nonprofit membership association representing more than 5,400 nonprofit aging services providers and 36 state partners across 41 states. The initiative's core offering is a research-based communications strategy framework, original public-perception and sector-insider research, and a library of more than 100 customizable multimedia, digital, and print creative assets branded under the Keep Leading Life public service campaign. Assets are organized by provider type—Adult Day Programs, Affordable Housing, Assisted Living, Home Health, Hospice, Life Plan Community (CCRC), Nursing Homes, and PACE—and are intended for members to localize and deploy in their own communities.
The target audience is dual: (1) nonprofit aging services providers who are LeadingAge members and act as the implementers of the strategy, and (2) consumers aged 45+ (especially women) and 65+ who are current or future consumers of aging services. The go-to-market motion is community-led and event-driven, combining content marketing through openingdoors.org, daily social media activity, paid media (social, radio, digital, local TV, print, outdoor), community events (county fairs, fun runs, festivals), media relations, and educational workshops delivered via the LeadingAge Learning Hub.
Opening Doors does not generate revenue directly. All strategy documents, research, and campaign assets are provided at no charge to LeadingAge members, with non-members receiving only limited social media resources and being directed to join LeadingAge for full access. The business model is therefore mission-funded: the initiative's value is in supporting LeadingAge's membership value proposition, improving public perceptions of the aging services sector (where only 45% of Americans currently view the sector favorably, per the initiative's own research), and advancing advocacy for an aging population in which seven in ten older adults will need long-term care.
Opening Doors firmographics
Firmographics- Name
- Opening Doors
- Legal name
- LeadingAge
- Website
- https://openingdoors.org
- Company type
- Private
- Operating status
- Operating
- Short description
- Opening Doors to Aging Services is a nonprofit communications initiative by LeadingAge that provides research-based strategy and more than 100 customizable campaign assets to its 5,400+ nonprofit aging services provider members, targeting adults aged 45+ and families to improve public understanding of the aging services sector.
- Ownership category
- akta.pro rank
Opening Doors industry classification
Industry- Product category
- Aging services communications and advocacy
- NAICS
- Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Social Services (8300), Communications Services, Nec (4899)
- akta.pro primary industry
- Elder Services & Aging Support (BPAGAEAF)
Keywords
Opening Doors business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Nonprofit Initiative (No Direct Revenue): Opening Doors to Aging Services is an initiative of LeadingAge, a nonprofit association representing aging services providers. The initiative does not generate revenue directly. Resources and campaign assets are provided at no charge to LeadingAge members. The initiative's value is in advancing the mission of improving public understanding of aging services and supporting LeadingAge's membership value proposition.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Free access for LeadingAge members |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Opening Doors product offering
Product offeringCore offering
Opening Doors to Aging Services is a nonprofit communications initiative that supplies aging services providers with research-backed messaging strategy, audience personas, a visual design system, and more than 100 customizable multimedia, digital and print creative assets under the Keep Leading Life public service campaign. Providers download assets through openingdoors.org (gated by LeadingAge membership) and adapt them locally to build public understanding of aging services and shift sector perceptions.
Product overview
Opening Doors to Aging Services is a unified communications initiative by LeadingAge that provides a comprehensive suite of resources to help aging services providers build awareness and understanding. The core offering combines the Opening Doors to Aging Services initiative with the Keep Leading Life public service campaign, supported by research materials, sector communications strategy frameworks, and over 100 customizable creative assets including social media content, print materials, videos, and digital assets. Members can access and customize these resources to promote aging services in their communities.
Differentiator
Problem solved
Functional benefit
Brands
- Keep Leading Life: A public service campaign developed by LeadingAge to introduce the full aging services sector to the general public. The campaign is a creative expression of the research-backed guidance developed through the Opening Doors to Aging Services initiative. More than 100 multimedia, digital and print assets are available for LeadingAge members to customize and use at no charge.
Products and services
- Opening Doors to Aging Services Communications initiative by LeadingAge providing a research-backed communications strategy, messaging framework, audience personas and customizable creative assets to help aging services providers build awareness and shift public perceptions of the sector; access is provided through the openingdoors.org website gated by LeadingAge membership.
- Keep Leading Life Public service campaign that introduces the full aging services sector to the general public, offering more than 100 customizable creative assets including social media posts, print ads, multimedia (video and radio), digital assets, posters, flyers, and a campaign style guide for LeadingAge members.
Quantifiable outcome
- 45% of Americans view the aging services sector favorably (compared to 20% unfavorable and 35% who don't know)
- +3 more outcomes
Companies that use Opening Doors
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles1 record
Opening Doors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Opening Doors partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- LeadingAgecoreLeadingAge is the parent organization that launched Opening Doors to Aging Services. The initiative is an integral part of LeadingAge's mission to be the trusted voice for aging and to expand possibilities for aging. LeadingAge represents 5,400+ nonprofit aging services providers and provides the organizational infrastructure, membership base, and advocacy platform for the initiative.
Scale indicators4 records
Expansion highlights4 records
Opening Doors competitors and assessment
Company assessmentDirect peers
- USAging: USAging is the national association representing Area Agencies on Aging and supports a membership network of aging-services providers. Directly comparable to LeadingAge as a peer trade body building sector capacity, with overlapping awareness and advocacy functions.
- AARP: AARP is the largest U.S. nonprofit dedicated to adults 50+, running public education, awareness campaigns, and policy advocacy on aging issues. Highly comparable mission surface to Opening Doors' goal of reframing public perception of aging and aging services.
- Alzheimer's Association: The Alzheimer's Association runs large-scale public awareness, education, and advocacy campaigns around dementia care, directly relevant to the senior-care communications space Opening Doors operates in. Highly comparable in awareness-campaign execution model.
- Family Caregiver Alliance: Family Caregiver Alliance provides education, advocacy, and support services for caregivers of older adults. Overlaps directly with Opening Doors' family/caregiver audience segment and shares an education-and-awareness mission.
- National Council on Aging: NCOA is a nonprofit advocate for older adults focused on improving health, economic security, and access to aging services. Comparable as a peer awareness/advocacy organization targeting the same senior-services sector audience.
Others
- Big Duck: Big Duck is a communications firm specializing in branding and marketing strategy for nonprofits. Functionally analogous as a service provider building sector-specific communications frameworks for mission-driven organizations like those Opening Doors serves.
Broad incumbents
- National Institute on Aging: NIA is the federal government's primary aging-research and public-information body, distributing aging-related health and service information. A broad incumbent in aging-sector education with overlapping communications-and-awareness functions.
- American Health Care Association: AHCA/NCAL is the largest U.S. trade association representing skilled nursing and assisted-living providers, including for-profit operators. A broad incumbent running public-affairs and PR efforts for the same aging-services providers, though oriented toward the for-profit segment.
Regional players
- International Federation on Ageing: IFA is a global NGO focused on policy and awareness for aging populations. A regional/global comparable operating awareness and advocacy work outside the U.S. domestic footprint of Opening Doors.
Emerging players
- Generations United: Generations United focuses on intergenerational issues and policies affecting older adults. A smaller, more specialized peer operating in aging public policy and awareness adjacent to Opening Doors' mission.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Opening Doors social profiles
Digital presenceOpening Doors financial estimates
Financial estimateRevenue estimate
Valuation estimate
Opening Doors leadership team
Management profileNumber of profiles
Opening Doors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Opening Doors M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Opening Doors
What does Opening Doors do?
Opening Doors to Aging Services is a nonprofit communications initiative that supplies aging services providers with research-backed messaging strategy, audience personas, a visual design system, and more than 100 customizable multimedia, digital and print creative assets under the Keep Leading Life public service campaign. Providers download assets through openingdoors.org (gated by LeadingAge membership) and adapt them locally to build public understanding of aging services and shift sector perceptions.
Is Opening Doors a public or private company?
Opening Doors is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Opening Doors founded?
Opening Doors was founded in -1.
How does Opening Doors make money?
One revenue line is on record: nonprofit Initiative (No Direct Revenue).
Who are Opening Doors's main competitors?
Direct peers on record are USAging, AARP, Alzheimer's Association, Family Caregiver Alliance and National Council on Aging. Big Duck is listed as an others. Broad incumbents are National Institute on Aging and American Health Care Association. International Federation on Ageing is listed as a regional player. Generations United is listed as an emerging player.
Does Opening Doors have an API?
No public API is recorded for Opening Doors.
What industry is Opening Doors in?
Opening Doors's product category is Aging services communications and advocacy. Its primary akta.pro industry code is BPAGAEAF, Elder Services & Aging Support. Its NAICS code is 624120 and its SIC code is 8300.