Continually asked what they wanted, what we could do for them, provided VIP and token items, had continual events
a lot of older members didn't seem interested in a) getting involved in the discussion (unless it was complaining, like this thread ironically), or getting involved in events whether they're on habbo or forum based (as I tried that a couple years back). We've had forum comps, sales, I personally try to post as many threads as I can for people to get involved in - really I am at a loss of what people WANT us to do because all I get is "activity is shit"... that's not feedback that's complaining.
Older members leave because they go to uni or get grown up lives - that's just a fact of nature - so of course our priority has to be on recruiting new, younger members or older active members to "fill" their place as such. Lately we've had such a good activity on client, but it's not translating to the forum, which I genuinely believe is because the way the internet is changing as a whole (call it a blame game but that's how I see it!)
A lot of the damage with older members was done before I became GM though.