Oct. 4, 2017
Professional Eyecare Resource Co-Operative (PERC) and Infinity Vision Alliance (IVA) have entered into a partnership with Essilor Vision Foundation (EVF), a public charity that works with schools, non-profit partners and communities to provide eye exams and glasses to children in need of vision care.
From September 1, 2017 through August 30, 2019, PERC/IVA will donate $2 to EVF for every Iconik frame sold, and $1 for every Public Eyeworks frame sold through PERC/IVA Advantage, with a minimum annual donation of $10,000.
David Golden, OD, president of PERC, believes members and patients will embrace the charitable co-venture with EVF; “Implementing a cause campaign will have many benefits for our members. It’s a way for them to differentiate themselves from the competition, increase patient loyalty and strengthen relationships with their staff.” To support the partnership, Essilor of America is providing marketing materials to help PERC/IVA Advantage members promote the charitable line of frames in their offices and online ordering web sites.
Kim Schuy, president of Essilor Vision Foundation, says research shows that promoting a cause is good for business. “We conducted a survey asking consumers how they felt about eyecare professionals who execute donation campaigns in their offices. The Charitable Cause Consumer Research Survey results support the fact that customers prefer practices that engage charitable causes,” he says.
The survey found:
• 61 percent of customers would choose an eyecare professional who supported a charitable cause over one who did not .
• 85 percent of consumers felt that the cause of vision was very or extremely important to them.
• 71 percent of customers were likely to choose a brand of eyeglasses that supports a charitable cause.
• 67 percent of consumers definitely or probably would make an in-office donation to the EVF campaign.