The American Association of Homes and Services for the Aging’s board has signed off on a new name for the organization: LeadingAge.

The organization for nonprofit eldercare providers has begun sending out e-mails to its 5,400 members. Each recipient has until July 30 to accept or reject the new moniker. But the vote is likely to be little more than a formality.

AAHSA originally planned to announce the new title at its November meeting in Los Angeles. But members were anxious to find out sooner, noted Lauren Shaham, vice president of communications. LeadingAge tested well with members early, and “really stood out as a strong candidate,” she said.

The organization’s new mission statement is also being changed, to “Expanding the world of possibilities for aging.” A short video explaining the shift can be seen at

The new name better reflects AAHSA’s role and internal vibrancy, said Sharon Sullivan, the organization’s vice president of marketing and conference services. Minneapolis-based Brand Tool Box was brought in to help with the rebranding effort.