Bridging Gaps: Connecting Santa Cruz Seniors to Services
By Elsa Tamayo Alvarez
Collaborative Health & Human Services
Department of Health Human Services and Public Policy
California State University Monterey Bay
Nonprofit Connection Santa Cruz County Intern
May 2, 2025
Author Note
Elsa Tamayo Alvarez, Department of Health Human Services and Public Policy, California State University, Monterey Bay. This research was supported by Nonprofit Connection Santa Cruz County. Correspondence concerning this article should be addressed to Elsa Tamayo Alvarez, California State University Monterey Bay, 100 Campus Center, Seaside, CA, 93955. Contact: [email protected].
Abstract
This capstone project addresses the lack of awareness among the senior population in Santa Cruz County about available resources and services that support healthy aging. Nonprofit Connection Santa Cruz County is a county-wide nonprofit that provides a platform to connect people, ideas, and resources for the benefit of nonprofits across all sectors. It serves a diverse population of over 270,000 residents, including a significant older adult population (19.8%) and a large Hispanic/Latino community (35.2%), by supporting nonprofits that address health and social needs. The project aimed to increase awareness through the creation and distribution of an informational pamphlet and a Senior Resource Tab on the organization’s website. Implementation included contacting local centers for permission to distribute pamphlets and promoting digital content through MailChimp, Facebook, and LinkedIn. The campaign ran for approximately three weeks. Engagement data showed strong reach and moderate interaction across platforms, especially among the 65+ age group. These results suggest the project met its goal of increasing awareness and laid the foundation for continued outreach. Future recommendations include expanding social media efforts, enhancing tracking tools, and gathering more formal feedback from community partners.
Keywords: awareness, digital engagement, healthy aging, nonprofit outreach, senior resources
Community Profile
Organization Description
Back in 2013, the County Office of Education initiated a study of Santa Cruz County’s student support service providers, which included nonprofits, to learn more about the quality and variety of services for K-12 students. This research found that some of the services provided were not as effective as they should be, due to too many nonprofit organizations duplicating services and competing for the same sources of volunteers and funding. In 2019, Rose Filicetti met with several other former and current Executive Directors of nonprofits in surrounding counties, including Santa Clara, San Mateo, and Monterey County.
After conducting interviews, surveys, and personal meetings with nonprofit leaders, Rose concluded that there was both a desire and a need for a county-wide organization of nonprofits. Nonprofit Connection Santa Cruz County (NPC) is the realization of this need. It offers resources like communication platforms, professional development, and digital tools for local nonprofits to serve their county, enhancing the collaboration and effectiveness of the services provided to residents. NPC focuses on addressing community health and social issues by supporting the nonprofit organizations that provide these services. Nonprofit Connection Santa Cruz County supports the increase of awareness of each nonprofit’s mission and activities, opportunities to collaborate, building connections, and establishing open communication within the nonprofit community.
Nonprofit Connection Santa Cruz County builds and strengthens relationships among local nonprofits, broadening networks of support and fostering community connections (Nonprofit Connection Santa Cruz County, 2021). Its vision is that nonprofit organizations in Santa Cruz County are empowered through shared communication, collaboration, and resources to advance their vital work.
Nonprofit Connection provides a networking platform for member organizations to connect people, ideas, and resources using digital tools, as well as connecting them to funding resource services. NPC builds individual and organizational capacity with an expanding schedule of enrichment opportunities, such as workshops, networking events, and professional development for nonprofit staff and boards to support efficiency, effectiveness, equity, and growth.
Community Served
Nonprofit Connection serves Santa Cruz County. Santa Cruz County houses 270,861 residents, according to the U.S. Census Bureau in 2020. Santa Cruz’s population is diverse throughout the county. According to the Census, there are 3,607 American Indian and Alaska Natives residing in Santa Cruz (2020). There are 12,553 Asians and 3,150 Blacks or African Americans. The White population makes up most of Santa Cruz County’s population at 160,565 residents. The Hispanic or Latino population has 94,299 residents in the county as of 2020, according to the Census data (2020). Meanwhile, the Not Hispanic or Latino population has 145,551 residents in the county. There is a small Native Hawaiian and Other Pacific Islander population at 384 residents.
The two top languages spoken at home in Santa Cruz County are English and Spanish (U.S. Census, 2023). Santa Cruz County has a high percentage of Older Population at 19.8%, compared to California’s 16.2 in 2023 (U.S. Census, 2023). The median household income in Santa Cruz County is $102,146, greater than the state average of $91,551. Interestingly, Santa Cruz County has a high percentage of Bachelor’s Degree or Higher at 43.1%. Santa Cruz County’s poverty level is at 12.9%, compared to California’s 12.2%, according to the 2022 American Community Survey (ACS).
Nonprofit Connection Santa Cruz County supports local nonprofit organizations that address health and social issues. For example, Grey Bears, an NPC member, is a nonprofit organization that focuses on serving the senior community of Santa Cruz. As mentioned, Santa Cruz has a high percentage of the older population at 19.1% compared to California. Seniors aged 65 to 74 make up 11.6% of the population (American Community Survey, 2022). Another member that NPC supports is the Salud Para La Gente, focusing on health. As of 2023, the disabled population of Santa Cruz County makes up 10.6% (U.S. Census, 2023). The top three types of disabilities include Cognitive disability, Independent Living disability, and Ambulatory disability. There are currently 4.6% of residents without health care coverage in the county (U.S. Census, 2023). Another NPC member, Junior Achievement of Northern California, focuses on inspiring and preparing young people to succeed by becoming financially literate and work-ready. Youth in Santa Cruz County make up 18.2% of the county’s residents under 18 years of age (ACS, 2022).
Stakeholders
The first stakeholders are donors. There are individuals, foundations, and organizations that donate to NPC, helping expand NPC resources for nonprofits that work to serve the people of Santa Cruz County. With one $50 donation, one nonprofit receives a year full of resources and collaboration through NPC membership. Donors are crucial stakeholders for nonprofit organizations since they provide the financial resources needed to support an organization’s operations and programs.
Another important stakeholder is the board members of the nonprofit organizations. Board members are crucial to the governance and direction of a nonprofit. Board members ensure the organization operates effectively, complies with ethical and legal standards, and stays true to the organization’s mission. Board members also review and approve budgets, financial statements, and fundraising plans. Board members also hold evaluations that ensure members are fulfilling their roles and responsibilities, as well as making sure their organization is functioning and remains focused on their mission.
Problem Model Background and Literature Review
Figure 1: Problem Model
| Contributing Factors | Problem | Consequences |
| Healthcare disparities make it difficult to access adequate services. |
Santa Cruz County’s growing senior population faces challenges to healthy aging. |
Seniors experience social isolation. |
| The rising cost of living causes housing insecurity. | Increased strain on local healthcare systems. | |
| Lack of knowledge of services. | Increased mental health challenges. |
Problem Statement
Santa Cruz County is experiencing a significant demographic shift, with an increase in its senior population of ages 65 and older. Seniors of Santa Cruz face anxiety regarding their ability to remain in their homes, the rising cost associated with aging, a demand for effective caregiving, and a need for inclusivity in services available to their demographic.
As of 2023, the senior population, aged 65 and older, has increased by over 30% in the past decade (U.S. Census, 2024). This increase is projected to continue while placing additional strain on local services and resources. Seniors in the county face the possibility of displacement due to high-rise housing costs and limited accessibility to services. The total number of seniors in the state of California is projected to grow by four million people, which further strains resources (Public Policy Institute of California, 2024). This demographic change poses critical challenges for the local healthcare system, community infrastructure, and social services, which are already under pressure.
For California Seniors to experience healthy aging, California will need more resources, like an increased number of nursing homes and healthcare workers. According to the Public Policy Institute of California (PPIC), training for caregivers is essential for supporting the growing senior population’s needs (PPIC, 2024). The older population of 2030 will have more childless and/or single adults, which suggests an increase in the number of people living alone. People living alone as they age tend to need either home care or nursing home care. Among the assistance required by some seniors, nursing homes are by far the most expensive. The people who will have difficulty caring for themselves have a range of needs, from transportation to help with basic tasks like bathing or eating.
Contributing Factors
Healthcare disparities make it difficult to access adequate services.
Health disparities refer to the differences in access to or availability of healthcare services among different groups. Disparities are often influenced by factors such as socioeconomic status and geographic location. Disparities like these significantly affect the ability of seniors to obtain the necessary healthcare services, which in consequence leads to poor health outcomes.
Economic challenges hinder access to healthcare for many seniors. According to the U.S. Census Bureau, approximately 16% of seniors residing in Santa Cruz County live below the poverty line (2020), which makes it harder for them to access healthcare. Limited income means they often can’t afford medical bills, prescriptions, or insurance, even with programs like Medicare. This can lead to skipped doctor visits, not getting needed treatments, and worse health outcomes over time. On top of that, poverty can affect other factors like housing, nutrition, and transportation, making it even harder for seniors to stay healthy or get the care they need.
Seniors are relying on a fixed income from Social Security or pensions that may not sufficiently cover rising healthcare costs, which results in delaying or forgoing necessary treatments, decreasing their health. Financial strains cause seniors to make difficult decisions between essential needs like housing, food, and healthcare. Santa Cruz’s geographic diversity presents challenges, especially for the seniors living in rural areas. Seniors living in remote and rural areas face significant challenges in accessing healthcare facilities. Lack of access due to disparities results in declining health and rising healthcare costs (Office of Disease Prevention and Health Promotion, 2020).
The rising cost of living causes housing insecurity.
Housing insecurity is a pressing issue for many Santa Cruz County (SCC) residents, particularly the aging population. As the cost of living increases, seniors face challenges in maintaining stable housing, which can affect their overall well-being and health. The cost of housing in SCC has dramatically increased in recent years.
In early 2023, the median home price in SCC reached approximately $1.3 million, a significant increase from around $800,000 five years prior, according to the California Association of Realtors (2023). The median income for seniors is approximately $27,500, according to the U.S. Census Bureau (2020). Many seniors rely heavily on social security, and as of 2023, the average monthly benefit is around $1,800 (well below the median for the county of $70,000). Living on fixed incomes creates limitations on seniors in their ability to keep up with the rising costs. As mentioned earlier, approximately 16% of seniors live below the poverty line (U.S. Census Bureau, 2020). Housing insecurity has direct implications for the health of seniors. The National Library of Medicine has documented that housing instability has been associated with decreased access to routine healthcare, poor self-rated mental health, and increased acute care utilization, which is widely considered to be a social determinant of health (2023).
Lack of knowledge of services.
Many older adults are unaware of available resources, programs, and services that can help manage their health and aging-related needs. This lack of knowledge and awareness limits their ability to take full advantage of essential healthcare services, support networks, and programs that improve their quality of life.
As the senior population in Santa Cruz continues to grow, with a projected 30% increase over the past decade (U.S. Census, 2024), it becomes increasingly important for local seniors to be informed about the programs designed to assist them. Unfortunately, many seniors may not know where to find or how to access these services, whether it’s healthcare, housing assistance, or mental health support. This knowledge gap can lead to delays in seeking care, higher rates of avoidable hospital visits, and greater social isolation, all of which exacerbate the physical and mental health challenges faced by the aging population (Du and Xu, 2016).
According to the National Council of Aging (2024), nationwide, only 30-49% of eligible older adults are enrolled in programs like SNAP, SSI, and Medicare Savings Programs. This means that around 9 million people aged 65 and older who qualify for these programs, designed to help cover food, healthcare, and other daily expenses, are not taking advantage of the support they need. This lack of awareness is a significant barrier to accessing services that could improve their quality of life and health.
Consequences
Seniors experience social isolation.
Social isolation is a significant concern for the elderly residents of Santa Cruz County, where approximately 30% of seniors live alone (U.S. Census Bureau, 2020). Isolation can lead to a range of negative outcomes that can affect both mental and physical health, quality of life, and overall well-being of seniors. Socially isolated seniors are three times more likely to experience depression (Holt-Lunstad et al., 2010). A study by the National Institute of Mental Health highlighted that older adults who experience isolation are at a higher risk of developing mood disorders by 50% (2021). Untreated mental health illnesses can lead to a decline in cognitive function and can lead to dementia. Access to mental health services is a critical issue for many senior residents. Healthcare disparities often lead to poor health outcomes that further isolate seniors, as chronic illnesses or disabilities make it difficult for them to leave their homes or engage in social activities.
Increased strain on local healthcare systems.
Data from the California Health Care Foundation indicates approximately 70 primary care physicians for every 100,000 residents in Santa Cruz County, compared to the state average of 85 (2023). With a significant portion of the population being the elderly, the ratio becomes less favorable and creates a burden on primary care physicians. The growing patient load has also led to longer waiting periods for appointments.
According to the National Council on Aging (2024), nearly 95% of older adults have at least one chronic condition, and nearly 80% have two or more, contributing to rising demand for medical services, specialists, and long-term care. With the growing number of seniors in need of medical care, primary care providers face an increasing workload.
Increased mental health challenges.
Mental health struggles, particularly when left unaddressed, often lead to social withdrawal. Seniors who feel depressed or anxious may find it more difficult to participate in social activities, even if those opportunities are available. This withdrawal exacerbates feelings of isolation. Mental health issues are often stigmatized, and seniors may not seek help due to a lack of awareness about available services or the stigma surrounding mental health care. Without support, their conditions worsen, increasing the likelihood of chronic isolation. Mental health disorders are prevalent among the aging population. Mental health disorders are prevalent among the aging population. Approximately 14% of adults aged 60 and older experience a mental health disorder, according to the World Health Organization (WHO, 2023). The most common mental health disorders seniors face are depression and anxiety, which are often untreated or unrecognized (2023). Depression is one of the leading causes of disability among older adults. There appears to be an interrelationship between mental and physical health, with studies indicating that individuals with chronic health conditions have a 50% chance of developing depression (Katon et al., 2007).
Capstone Intervention
Project Description
This capstone project aims to enhance senior services in Santa Cruz County through an educational intervention. It involves creating an informational pamphlet summarizing key findings from the Age Well Santa Cruz County survey to help nonprofits identify service gaps, improve collaboration, and strengthen funding proposals. Additionally, a Senior Resource Tab will be added to the Nonprofit Connection Santa Cruz County website, providing centralized access to essential senior resources. A written report on the attendance at the Age Well Summit will be added to the website as well, along with the digitized version of the pamphlet. Research from local initiatives will guide content development with printed pamphlets distributed at nonprofit offices and senior centers, while the website ensures broader accessibility. This project seeks to improve awareness, accessibility, and support for seniors and service providers.
This project was enriched by the guidance and support of key community leaders. Kayla Traber, Development Manager at Grey Bears and Programs and Engagement Chair, and Suzanne Doty, Treasurer and Finance Chair, Seniors Commission Chair, and Co-Chair of the Women’s Commission of Santa Cruz County, played an instrumental role in shaping the direction of this project. Both provided valuable mentorship by helping develop the content ideas for the senior resource brochure, ensuring it addressed the most relevant and pressing needs of the senior population in Santa Cruz County. They also offered strategic guidance on where to distribute the pamphlets to ensure they would reach seniors effectively, recommending key community centers and nonprofit organizations that serve older adults. Their insights strengthened the impact and accessibility of the project, grounding it in real community needs and practical outreach strategies.
Project Deliverable
The primary deliverables for this capstone intervention include an informational pamphlet, a Senior Resource Tab on the Nonprofit Connection Santa Cruz County’s website, along with a written report. The pamphlet provides key findings and highlights critical gaps in senior services. It is designed for easy readability and, with printed copies, will be distributed to local nonprofit organizations and community centers. Additionally, the Senior Resource Tab serves as a centralized hub and includes a direct link to the Senior Network Services website for further information. The report shares key insights and community-driven solutions discussed during the Master Plan for Aging Solutions Summit. These deliverables will equip nonprofit organizations with valuable data to enhance their services, foster collaboration, and ensure that seniors in Santa Cruz County can easily access the support they need. The link to the report will also be shared on social media platforms, such as Facebook and LinkedIn, to increase visibility and engagement. This outreach will help raise awareness about the resources available and encourage greater community involvement in addressing the needs of seniors in the area.
Project Justification & Benefits
This project addresses the lack of awareness about available senior services in Santa Cruz County, where many seniors face difficulties navigating resources, leading to unmet needs. To bridge this gap, the project developed an informational pamphlet, a Senior Resource tab on Nonprofit Connection Santa Cruz County’s website, and a written report. The pamphlet, informed by the Age Well survey, highlights service gaps and is distributed to local nonprofits and community centers for easy access. The Senior Resource Tab serves as a centralized hub, providing essential contacts, resources, and a direct link to Senior Network Services, alongside a digital version of the pamphlet.
The report, which reflects key insights and solutions from the Master Plan for Aging Solutions Summit, offers strategies to improve aging-related services. These deliverables aim to enhance awareness and accessibility, helping both nonprofits and seniors connect with vital resources. To increase visibility, the report and resource tab will also be shared on social media, fostering broader community engagement and supporting seniors in Santa Cruz County.
This capstone intervention follows best practices by using evidence-based research, strategic collaboration, and accessible information dissemination. Utilizing data from the Age Well Santa Cruz County survey and the Master Plan for Aging Solutions Summit ensures accuracy and relevance to community needs. The survey provides real, local data on gaps in senior services, informing the pamphlet’s content. Additionally, the dual-format approach—printed pamphlets and a digital resource hub—promotes accessibility, ensuring seniors and service providers can easily access vital information.
This project will provide significant benefits for both nonprofit organizations and the community in Santa Cruz County. For organizations, the informational pamphlet and the Senior Resource Tab will enhance their ability to identify service gaps, improve outreach, and enhance collaboration with other providers. Access to organized and clear data from the Age Well survey will strengthen their funding proposals, increasing the likelihood of securing donations and grants. For seniors, this project will increase awareness and accessibility of essential services such as healthcare, mental health support, housing assistance, and nutrition programs. By centralizing this information through both digital and print formats, seniors and caregivers will have an easier time navigating available resources. Ultimately, this initiative will contribute to a more equitable and well-supported aging experience in Santa Cruz County.
This capstone project is supported by evidence demonstrating the effectiveness of informational pamphlets and integrated resource hubs in enhancing services for older adults. A systematic review titled “The Effectiveness of Traditional Media (Leaflet and Poster) to Promote Health in a Community Setting in the Digital Era” finds that traditional media remains effective, especially among adult populations (2019). This review concluded that these forms of media are still useful in the current digital era, particularly for adult respondents, and their effectiveness can be enhanced when combined with other media forms. By implementing an informational pamphlet, this capstone intervention is designed to enhance service accessibility.
Logic Model
| Inputs | Activities | Outputs | Outcome | Impact |
| Approval from Nonprofit Connection’s Executive Director | Analyze data on senior service needs | Creation of a well-designed informative pamphlet using Canva and printing services at Staples | Increased awareness of senior services shown by a 93.6% MailChimp click-through rate and 48.6% senior engagement on Facebook; physical pamphlet pickup rate was 15% | Improved digital access to senior services in Santa Cruz County and laid the foundation for more equitable aging service delivery |
| Data from the Age Well Survey and the Master Plan for Aging Solutions Summit | Develop content for informational pamphlet/design and format | Distribution of 70 pamphlets in 2 community centers and 3 senior-based nonprofits | Increased awareness of senior resources, contributing to improved navigation of housing, social, and healthcare services among older adults in Santa Cruz County | |
| Graphic design software (Canva) for pamphlet creation | Develop and integrate a tab for Nonprofit Connection’s website | Launch of the resource tab with a comprehensive list and a direct link to the Senior Network Services website | ||
| Website development resources | Promote the pamphlet and website through awareness efforts | Digital and physical access to resources for seniors and service providers | ||
| Create a list of nonprofits, senior centers, and libraries for pamphlet distribution | Post a written report on the NPC website and send it out through newsletters using MailChimp | |||
| Create a written report for the NPC website and MailChimp | Shared report on LinkedIn, Facebook, and MailChimp |
Project Implementation
The implementation phase of this project began from November 2024 to February 2025, focusing on research and content development. Data from the Age Well Survey and insights from the Master Plan for Aging Solutions Summit in October 2024 were gathered and analyzed to ensure the pamphlet contained relevant and accurate information for nonprofit organizations. By March 2025, the pamphlet was fully designed using Canva and formatted for both print and digital distribution. Printed pamphlets were distributed to two community centers, the Diversity Center and the Volunteer Center, and three nonprofits: Community Bridges, Grey Bears, and Meals on Wheels in Santa Cruz County. By March 2025, the Senior Resource Tab was added to Nonprofit Connection Santa Cruz County’s website, serving as a hub for vital senior resources. The tab included:
- A quick contact list to community centers, health support services, emergency contacts, housing services, food and meal support
- A direct link to Senior Network Services
- A brief report summary
- The digital version of the pamphlet
Additionally, a newsletter was sent out via MailChimp that included the report with links to the Senior Resource Tab on the website and the digital version of the pamphlet. The link to the website report was shared on both Facebook and LinkedIn to increase visibility and reach a wider audience. This strategy aimed to engage both community members and professionals involved in senior services. By posting the link on these platforms, the report became accessible to individuals and organizations who may not have encountered it through the direct distribution of pamphlets or email newsletters. This outreach helped amplify the project’s impact, encouraging further engagement with the Senior Resource Tab and the comprehensive services provided through Nonprofit Connection Santa Cruz County’s website.
Research Design
RESEARCH QUESTION: To what extent did the distribution of the senior resources pamphlet and the website increase awareness of available senior services, and which modality proved more effective in engaging the target population? The research will employ quantitative methods, including tracking the number of pamphlets taken and the number of clicks on the website.
SAMPLING: This project utilizes convenience sampling, as pamphlets were distributed at key locations frequented by seniors and nonprofit organizations, specifically two community centers (the Diversity Center and Volunteer Center) and three nonprofits (Community Bridges, Grey Bears, and Meals on Wheels). This approach is both practical and cost-effective, ensuring the materials reach the intended audience efficiently. Likewise, tracking the “Senior Resources” website clicks on Nonprofit Connection’s website follows a self-selected sampling method, as users voluntarily visit the site. This process is not random, as individuals accessing the resource tab are actively seeking information, making them a self-selected, non-random group.
RESPONDENTS: The engagement metrics from the digital campaign highlight how community members interacted with the distributed materials. The MailChimp campaign reached 741 recipients, with a total of 698 opens and 109 clicks—of which 89 (93.6%) were specifically on the digital pamphlet. This high click concentration indicates a strong interest in the pamphlet itself. On Facebook, the post received 870 views, 38 interactions, and 8 clicks, with the 65+ age group accounting for 32.2% of interactions—demonstrating effective targeting of older adults. The LinkedIn post generated 7,572 impressions, 12 engagements, and 12 clicks to the Senior Resource Tab, reflecting moderate but meaningful interest. On the Nonprofit Connection website, the Senior Resource Tab recorded 51 views and 12 active users, while the Age Well Report page had 16 views and 9 active users. These figures suggest that the campaign successfully reached key audiences, particularly seniors, through strategic digital outreach and targeted resource promotion.
IMPLEMENTATION: The pamphlets were distributed in person to two community centers—The Diversity Center and The Volunteer Center in Santa Cruz—and to three nonprofit organizations: Community Bridges, Grey Bears, and Meals on Wheels. Prior to distribution, permission was obtained from the staff at each of these centers and organizations to ensure they were willing to distribute the pamphlets to their clients. Staff at each location then made the pamphlets available for pickup by community members.
For the website click implementation, Google Analytics was used to track the number of visits to the Senior Resource Tab on the Nonprofit Connection Santa Cruz County website. Additionally, Facebook, LinkedIn, and Mailchimp analytics were leveraged to gauge engagement with the online content. These tools provided valuable data on how many people interacted with the posts and newsletters that promoted the pamphlet and the resources available on the website.
The distribution process and tracking of website engagement continued for around two weeks, allowing for a meaningful analysis of how the community interacted with both the physical pamphlets and the online content. At the end of this period, the collected data was analyzed to assess the effectiveness of the distribution methods and the level of engagement with the resources provided.
Results and Recommendations
Project Results
The goal of the project was to improve the accessibility and engagement of senior resources in Santa Cruz County by distributing informational pamphlets and promoting an online Senior Resource Tab on the Nonprofit Connection Santa Cruz County website. The expected outcome was to increase awareness of available services and provide seniors and their families with easy access to crucial information.
The expected outcomes were to increase engagement with the Senior Resource Tab on the website, raise awareness of senior services among the target population, and measure the effectiveness of digital distribution channels (MailChimp, Facebook, LinkedIn) in driving traffic and engagement.
Several measures were used to assess the success of the project. These included website engagement, such as the number of views and active users on the Senior Resource Tab and Age Well Report, which were tracked using Google Analytics. Digital engagement was measured through the collection of reach and interaction data from MailChimp, Facebook, and LinkedIn. Additionally, informal feedback and observations from the distribution centers helped assess the accessibility and usage of the physical pamphlets.
Evidence of the project’s success was gathered using various analytics tools. Google Analytics was used to track website activity, including views and user engagement on the Senior Resource Tab. Facebook Insights, LinkedIn Analytics, and MailChimp reports provided data on the reach, clicks, and interactions with the online content that promoted the pamphlets and resources. These tools offered valuable quantitative data that helped assess how well the content was reaching and engaging the target audience.
Figure 1:
The project achieved a broad reach and demonstrated strong engagement across multiple digital platforms. The initial MailChimp campaign reached 741 recipients, with 739 total opens and 117 total clicks—resulting in a total of 8.9% click-through rate. The second MailChimp campaign reached 391 recipients, with 84 total opens and 17 total clicks, resulting in a total of 5.6% click-through rate. Notably, 89 of those clicks (93.6%) were directed to the digital pamphlet, indicating high interest in the primary deliverable. This strong open-and-click rate reflects meaningful engagement with the email content and a successful response to the call to action, particularly in accessing the senior resource materials.
Figure 2:
Figure 3:
On Facebook, the post reached 1,052 reproductions with a post reach of up to 661 users. It generated 51 interactions and 8 clicks. Notably, 48.6% of the engaged audience was aged 65 and older, indicating that the content effectively resonated with the target senior demographic.
Figure 4:
On LinkedIn, the post garnered 7,572 impressions, 12 engagements, and 12 clicks to the Senior Resource Tab. While engagement was somewhat lower on LinkedIn, the reach was still substantial, demonstrating moderate interest in the resources.
Figure 5:
On the website, the Senior Resource Tab had 51 views and 12 active users, while the Age Well Report had 16 views and 9 active users. Although the website engagement was lower than expected, the data suggests that the content was accessed by a targeted group, indicating some level of success in driving traffic to the site.
In contrast to the digital campaign, the physical pamphlets had a lower pickup rate. Of all the pamphlets distributed to community centers and nonprofits, only 11 (15%) were picked up. This suggests that while in-person materials were made accessible, digital outreach was more effective in engaging the community.
The results demonstrate that the project successfully achieved its goal of raising awareness of senior resources. The data from MailChimp, Facebook, and LinkedIn show that there was significant engagement with the online content, particularly among seniors on Facebook. Although website engagement was lower than anticipated, it still indicates that users were accessing the resources. The lower engagement on LinkedIn suggests that this platform may not be as effective in reaching the senior demographic compared to Facebook.
Conclusion & Recommendations
The project successfully addressed the contributing factor of raising awareness and improving access to senior resources in Santa Cruz County. Results clearly show that digital engagement strategies, particularly through MailChimp and Facebook, were highly effective in reaching the target population. The MailChimp campaigns had a high open and click-through rate, with 93.6% of total clicks directed specifically to the digital pamphlet, highlighting strong interest in the primary resource. On Facebook, engagement was especially impactful among the senior population, with 48.6% of interactions coming from users aged 65 and older. These outcomes demonstrate that targeted digital outreach is a powerful tool for connecting older adults with essential services.
While the digital campaign achieved strong engagement, website interaction was lower than anticipated. The Senior Resource Tab received 51 views and 12 active users, and the Age Well Report received 16 views and 9 active users. This suggests that although initial awareness was successfully raised, additional efforts are needed to deepen ongoing engagement with the site’s content. Moreover, LinkedIn generated broad impressions but relatively low engagement, indicating that it may be less effective for reaching the senior demographic.
In contrast, physical pamphlets had limited reach. Of all the pamphlets distributed to community centers and nonprofits, only 11 (15%) were picked up, underscoring the greater effectiveness of digital channels over physical distribution in this campaign.
While Facebook yielded strong engagement, LinkedIn showed lower levels of interaction. Exploring additional platforms where seniors are active, such as community Facebook groups or Nextdoor, may help reach a wider segment of the target population and boost awareness of the resources available. It may also be helpful to follow up more formally with the community centers and nonprofits that distributed the pamphlets. Although informal feedback was collected, seeking direct responses from seniors who accessed the information could offer valuable insights into how the pamphlet and online content were used and perceived. This feedback would be instrumental in shaping future outreach efforts.
Additionally, enhancing tracking methods would strengthen future initiatives. For example, incorporating QR codes on physical pamphlets that link directly to online resources could provide more precise data on how often and where the content is being accessed. This would allow for improved assessment of outreach impact and further refine engagement strategies. Increasing promotion of the Senior Resource Tab—such as featuring it more prominently on the agency’s homepage or encouraging partners to share it—could also help drive more website traffic.
In summary, while the project made significant strides in promoting senior resources and generating awareness through digital channels, additional steps can be taken to broaden outreach, collect deeper feedback, and improve tracking. These improvements would build upon the success of the project and further support the agency’s efforts to connect seniors in Santa Cruz County with vital services and support systems.
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