About 56 of the 200 largest continuing-care communities in the United States are faith-based, according to Ziegler, a financial company that specializes in senior living. A majority are sponsored by Christian or Jewish organizations, and most faith-based communities are nonprofits. They are competing for a customer base that is not only graying, but attending church services in declining numbers.
That has led to what amounts to fancy footwork among some of the market’s major players, said Eloise Tweeten, the founder of Tweeten Eldercare Advisors, a company that matches families with retirement communities in the San Francisco Bay Area.
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