Altruism Sustains the Village Model: How Motivations to Join a Village for Older Adults Predict Long-Term Membership

Abstract

ABSTRACT A Village is a membership-driven organization based on neighbors helping neighbors age in place. Many Villages express difficulty maintaining membership and have concerns about sustainability. Drawing on socioemotional selectivity theory, we used qualitative and quantitative data from a representative survey of members of ShareCare (N = 91), the first known Village founded in 1994, to 1) identify members’ motivations for joining ShareCare, and 2) examine the relationship between motivations for joining ShareCare and being a long-term member. Qualitative data revealed three motivations for joining ShareCare: instrumental, social, and altruistic. Long-term membership was operationalized as 8 years or more. Logistic regression models indicated that people with altruistic motivation were more likely to be long-term members compared to members without altruistic motivation. Instrumental and social motivations were not associated with long-term membership. Our findings inform recruitment and retention of members in Villages, and member-driven organizations for older adults more broadly.