Reimagining the Future of Dementia Friendly America

Launched in 2015 and administered by USAging, Dementia Friendly America (DFA) is guided by a council of over 35 leading national organizations. Its mission: to ensure communities across the country are equipped to support individuals living with dementia and their care partners by becoming dementia friendly. From just six pilot sites, DFA has grown into a powerful movement—now reaching over 350 communities across 42 states. 

The Challenge: Sustaining a Growing Movement 

As DFA’s impact expanded, so did the need for a more sustainable business model. The initiative sought a path to generate revenue, support current communities, and scale its reach to meet rising demand. 

Our Partnership: From Insight to Strategy

Bridge Builder Strategies partnered with DFA to reimagine its business model and unlock new value for stakeholders. Together, we: 

• Clarified the value of DFA’s existing resources 

• Explored opportunities to generate sustaining revenue 

• Evaluated membership pricing and offerings for financial stability 

The Plan: Growth, Value, Sustainability 

Bridge Builder Strategies created a comprehensive business plan focused on: 

1. Ensuring the initiative becomes self-sustaining

2. Supporting DFA’s current network of communities

3. Growing the number of dementia friendly communities 

4. Increasing Dementia Friends and engaged cross-sector stakeholders 

We also examined: 

• The membership model and potential enhancements 

• Member and sponsor benefits 

• Strategic partnership opportunities 

• Messaging that would strengthen outreach and engagement 

The Outcome: A Roadmap for Expansion

The final plan included tactical steps to: 

• Explore a national Dementia Friendly designation process 

• Identify data needed to demonstrate impact 

• Guide the DFA executive committee and staff through implementation 

• With a clear, actionable strategy, Dementia Friendly America is poised to scale its reach, deepen its impact, and ensure long-term sustainability. 

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