Recruitment and Retention Strategies

• Media outreach: Publishing articles in local newspapers, and broadcasting announcements or interviews on local radio and television. These traditional media remain highly effective among older populations (A. Scharlach & Lehning, 2016).
• Healthcare referrals: Collaborating with general practitioners, community nurses, pharmacists, and social workers who can recommend the programme directly to older adults they support.
• Community partnerships: Working with senior centres, religious organizations, libraries, and local NGOs can help identify potential participants and build trust through familiar networks (Aday et al., 2006).
• Word-of-mouth and peer ambassadors: Engaging previous participants or community leaders as ambassadors can be especially effective. Consider inviting older adults who are genuinely interested in the topic to be volunteer facilitators, as older adults are more likely to join a programme when encouraged by peers.
• Informational sessions: Organizing an introductory information meeting for interested individuals is strongly advised. During this session, facilitators should clearly explain the purpose, structure, and methods of the FRIEND Programme. This gives potential participants an opportunity to ask questions and make informed decisions.

It is crucial to consider how the programme is presented to older adults during recruitment and throughout their participation. Although the ultimate goal is to reduce social isolation and loneliness, the messaging should focus on positive outcomes such as the opportunity to:

• Build new friendships
• Strengthen existing relationships
• Engage in meaningful group activities
• Share life experiences in a respectful environment

This approach, as highlighted by Nan Stevens (Stevens, 2001), supports motivation and encourages participation by emphasizing personal growth, enjoyment, and connection over deficits or needs. And so, instead of emphasizing “problems to fix,” the programme should be framed as an opportunity for social connection, shared wisdom, and community involvement.

Facilitators should make themselves available for individual consultations, allowing older adults to privately ask questions or express concerns. This personalized approach can help address fears, clarify expectations, and build trust – key elements for initial engagement and sustained involvement.

Another aspect to truly create a welcoming and inclusive environment for older adults, is recognize and respect the local socio-cultural context in which the FRIEND Programme is going to be implemented. What feels inviting, respectful, or engaging in one country or community might not resonate in another due to differences in cultural values, communication norms, trust in institutions, and social habits.

A truly welcoming environment also requires facilitators to:

• Show respect for cultural norms and traditions in how they greet, address, and interact with participants.
• Use inclusive materials—for example, visuals and examples that reflect the participants’ background, interests, and values.
• Offer small, low-pressure entry points, such as informal information meetings or open days, to allow hesitant participants to explore the programme without commitment.

Another important aspect is to remove the formal tone from the programme. Participants should not feel as though they are in a traditional classroom setting. Instead, the approach should be informal and person-centred, using concepts and methods that encourage experience sharing and personal expression. This means valuing participants’ opinions and lived experiences and involving them actively in the learning process rather than placing them in a passive role. Creating a relaxed and conversational atmosphere helps build confidence, fosters mutual respect, and supports deeper engagement with the content.

Ultimately, creating a welcoming environment means making every participant feel safe, seen, and valued – not just by being friendly, but by intentionally shaping the programme to reflect the local community’s identity and needs.

• Providing transportation or holding sessions in accessible, familiar locations, to remove mobility and travel barriers.
• Flexible scheduling: Offering sessions at times that suit participants’ routines can increase attendance.
• Ongoing encouragement: Maintaining contact with participants between sessions (e.g., via phone calls or short messages) helps reinforce commitment and a sense of belonging.
• Celebrating progress: Recognizing contributions and achievements, even in small ways, boosts morale and reinforces continued participation.
• Socialization moments: Include opportunities for socialization among participants in every session, which may involve music, games, theatre activities, outdoor visits, and similar experiences.
• Intergenerational activities: Interaction between people of different ages help to build mutual understanding, break down stereotypes, and create new social connections. These activities – such as storytelling, art projects, or tech workshops – foster learning, shared experiences, and a stronger sense of community.