How does AARP know when you turn 50? Unraveling the Data Sources

According to the New York Times, AARP gathers birthdate information from "companies that specialize in providing information to direct marketers," leading to the surprise arrival of membership letters for many turning 50. The seemingly precise timing of these mailers often raises questions and concerns about how personal data is collected and used for targeted marketing purposes.

Quick Summary

AARP acquires personal information, including birthdates, by purchasing mailing lists from third-party data brokers and marketing companies. These brokers aggregate public records, online activities, and survey responses to create targeted lists for advertisers.

Key Points

• Data from Brokers: AARP purchases mailing lists from third-party data brokers who specialize in aggregating consumer data from multiple sources.

• Diverse Data Sources: These data brokers collect personal information from a variety of places, including public records, online activities, magazine subscriptions, and warranty cards.

• No Hidden Secrets: The seemingly precise timing of AARP mailers around your 50th birthday is a result of advanced direct marketing practices, not a secret or illegal operation.

• Membership Requirements: While targeting begins around age 50, AARP membership is actually open to anyone aged 18 or older, although some benefits are age-restricted.

• Manage Your Data: Consumers can opt out of receiving AARP mail and manage their communication preferences through AARP's website, phone, or mail.

• Legally Acquired Data: The process of acquiring and selling consumer data is legal and common within the direct marketing industry.

• First-Party Data: In addition to purchasing data, AARP also collects information directly from its members and users to provide services and benefits.

The Inner Workings of Direct Marketing

Direct marketing is a multi-billion dollar industry that relies on vast amounts of consumer data to send targeted solicitations. Organizations like AARP use these services to identify potential new members based on demographic milestones, such as turning 50. The process works by combining publicly available information with data from less obvious sources to create highly specific mailing lists.

Where Your Information Comes From

The data used to create marketing lists is sourced from numerous legal, and often seemingly innocuous, activities. While consumers are often concerned about how their information is gathered, direct marketing companies compile data from a wide range of public and commercial sources. The aggregation of this data allows organizations to create comprehensive consumer profiles, including age, address, and more.

• Public Records: Information from federal, state, or local government records that is lawfully made public. This can include property records, voter registration data, and professional licensing information.
• Online Activities: Many websites and apps use cookies and other tracking technologies to gather data on your online behavior, including your interests and browsing habits. AARP also participates in online advertising networks that use this data for targeted ads.
• Surveys and Warranties: Filling out product warranty cards, entering sweepstakes, or completing market research surveys often requires you to provide personal details, including your birthdate.
• Magazine Subscriptions: When you subscribe to a magazine, especially those with a specific demographic, your information may be sold to or shared with other organizations.
• Online Accounts: Creating free accounts on various websites, including AARP.org, requires you to provide personal information that can be used for marketing.
• Credit Card Companies: Your spending habits and demographic data can be legally shared or sold to marketing companies.
• Change of Address Forms: Some sources suggest that USPS change of address submissions can inadvertently become part of data-mining processes.

The Role of Third-Party Data Brokers

Instead of gathering all this information themselves, large organizations like AARP purchase pre-packaged lists from third-party data brokers. These brokers specialize in compiling, segmenting, and selling consumer data to a wide range of companies. They can create a list of all individuals turning 50 in a specific zip code, allowing for incredibly precise direct mail campaigns. The purchase of these lists is a common and legal practice within the marketing industry.

Comparison: AARP vs. General Marketing Data

Feature	AARP's Targeted Data	General Marketing Data	Comparison Details
Data Source	Primarily third-party data brokers who aggregate public records and commercial data.	Data brokers, plus customer behavior from past purchases and loyalty programs.	Both rely on data brokers, but AARP focuses on demographic milestones like age.
Information Collected	Name, address, birthdate, and demographic data. May include inferred interests.	Name, address, purchase history, web browsing, and interests.	General marketers often have more specific behavioral data, while AARP focuses on demography.
Timing of Outreach	Triggered by a specific event, like turning 50.	Triggered by events like abandoned shopping carts, inactivity, or purchase anniversaries.	AARP uses a very specific, universal life event as its primary trigger for initial outreach.
Privacy Controls	AARP offers multiple opt-out options via phone, mail, and an online portal to stop receiving communications.	Options vary by company but often involve unsubscribing from emails or following specific instructions.	AARP provides clearer and more detailed privacy control options on its site.

How AARP Uses and Protects Your Data

While AARP obtains data from brokers, it also collects information directly from members, website visitors, and program participants. This first-party data is used to provide benefits, tailor offers, and manage memberships. AARP’s Privacy Hub and Privacy Policy outline its commitment to protecting personal information, including methods for opting out of data sharing with providers and managing targeted advertising. The organization uses commercially reasonable security measures to protect data but, like all online systems, cannot guarantee 100% security.

What to Do If You're Concerned

If you are concerned about receiving mail from AARP or other direct marketers, you have several options for managing your information. While it may not prevent all solicitations, taking proactive steps can help reduce the volume of unwanted mail and marketing communications.

1. Opt-Out Directly with AARP: AARP offers multiple ways to opt out of its mailing lists. You can use the online Privacy Policy opt-out form, email [email protected], or call 888-OUR-AARP (888-687-2277).
2. Contact Direct Marketing Associations: Services like the Direct Marketing Association's (DMA) Mail Preference Service allow you to register to reduce the amount of direct mail you receive from many companies.
3. Opt Out with Data Brokers: Some data brokers also offer opt-out services. This can be more complex, as you would need to identify and contact each individual broker that may have your information.
4. Read Privacy Policies: Always take the time to read privacy policies when you sign up for new services or submit personal information. It's often in the fine print that data sharing practices are disclosed.

Conclusion

AARP's ability to know when you turn 50 is not a form of clandestine spying but rather a result of the common, and legal, direct marketing industry practice of purchasing consumer data from third-party brokers. These brokers aggregate public records, online activity, and other commercial data points to create targeted mailing lists. While this practice can feel invasive, individuals have several options to control and limit how their personal information is used for marketing purposes. By understanding how this data ecosystem works, consumers can make more informed decisions and take steps to protect their privacy. For more information, the AARP Help Center provides detailed instructions on managing your account and communications.

Frequently Asked Questions

How do data brokers get my information?

Data brokers acquire personal information through a variety of legal means. They gather data from public records, such as voter registration and property deeds, and combine it with information from commercial sources, like product warranty cards, online surveys, and magazine subscriptions.

Can I prevent AARP from getting my information?

While you can't prevent data brokers from aggregating public information, you can significantly reduce the amount of targeted mail you receive. You can directly opt-out of AARP's mailing list and register with services like the DMA's Mail Preference Service to reduce solicitations from many companies.

Is AARP membership only for people over 50?

No, AARP membership is open to anyone 18 or older. While the organization's mission is dedicated to the 50+ population, younger members can join and access many benefits. However, some age-restricted benefits, like certain insurance products, are only available to those 50 and over.

How accurate is the birthdate information AARP gets?

The accuracy of birthdate information can vary. While data brokers use multiple sources to ensure accuracy, errors can occur. If you receive a mailer incorrectly, it is likely a result of a data error, which can be corrected by contacting AARP to have your information removed.

Does AARP sell my personal information?

AARP's Privacy Policy states that it may share your personal information with third-party providers to help facilitate services and targeted advertising. However, you can exercise your right to opt out of the sale or sharing of your personal information.

How long does it take for an AARP opt-out request to be processed?

After submitting an opt-out request, AARP can quickly remove you from its own mailing list. However, it may take up to 12 weeks for mailings from its third-party service providers to stop, as they prepare their mailings on a long-term schedule.

What happens if I never contact AARP and just throw away the mailers?

If you ignore the mailers, AARP will likely send several follow-up letters throughout the year, as is common practice in direct marketing. To completely stop the mail, you must officially opt out using one of the methods they provide.