Frame Philanthropy

From specific fund-raising styles to personal passions, corporate giving is still hot even in a cooler economic climate

By Amy Spiezio

Today's frame market is enhanced with styles and collections that contribute to efforts such as keeping oceans clean, helping fund research to end diseases, and supporting charitable organizations from Orbis (Marchon) to the Special Olympics (Safilo).

By examining the options—and your own operations—utilizing these cause-friendly frames may just be a smart way to enter the giving world.

GETTING IN THE GIVING

Small businesses doing good in the community is not a new concept. Cause-related marketing provides an opportunity for dispensers to relate to their patients on a personal level as well as a professional level.

As authors Karen Maru File and Russ Alan Prince point out in their white paper, "Cause Related Marketing and Corporate Philanthropy in the Privately Held Enterprise," "individuals who own businesses have the means and the ability to act on philanthropic motivations through the medium of their businesses."

When it comes to driving philanthropy with frame sales, there are three basic routes to follow.

1. FRAME-SPECIFIC EFFORTS. Many manufacturers produce special styles or limited edition frames whose proceeds benefit specific causes. Often the frames feature eye-catching designs and coloring that is affiliated with the cause the frames support, such as ClearVision's yearly edition of BCBGMaxAzria fund-raising sunglasses. In the three years since the program's inception, ClearVision has raised over $150,000 for Susan G. Komen for the Cure.

2. COLLECTIONS. There are also entire frame lines that support good causes. Typically, the frame manufacturer has an agreement in place that determines a minimum annual donation to the cause. In exchange, the line benefits from cause marketing—the process of promoting an item for sale by telling about the good works related to it.

One example is A&A's VeraCruz collection for women. The styles sport the pink ribbon and A&A works with its clients on VeraCruz trunk shows, gives free scarves to consumers with purchase of VeraCruz eyewear, and promotes pink awareness days and office sales contests to support Susan G. Komen for the Cure.

Another example is ClearVision's 10-year partnership with Save the Children. Royalties from the namesake line of eyewear went to the cause. "Our affiliation with Save the Children taught us how to raise funds through the sale of our product," says ClearVision's executive vice president president Peter Friedfeld. "It created a real win-win situation and our customers and consumers loved the program."

3. GENERAL SUPPORT. Some frame manufacturers become longterm partners with charities, or start their own charities which are fed by sales of their frames.

Mike Hundert from REM Eyewear notes, "As chairman of The Vision Council's Executive Summit, this year I organized an in-depth view into philanthropy in the eyecare community. There are so many wonderful things being done. We now have a comprehensive list on The Vision Council website (visionsite.org)."

PLANNING GIVING

With so many options, it can be hard to narrow down the way to go. But getting to that point can be critical in creating a solid giving program for a small optical business.

"One of the mistakes that I see is that most small businesses treat their giving like a side project rather than a rich opportunity to grow your business, get to know your customer, and do some good," says Maggie Keenan, EdD, author of "Small Businesses Give Big" and cause marketing consultant (www.givingadvice.com).

While it may be tempting to have an open door policy to charities, it makes more sense to focus on a few specific causes. "It should be a business program, or you will go through your budget in four to six months and have to say no for the rest of the year," Keenan says.

When selecting the causes you will stand behind, the heart should lead the pocketbook, she recommends. "The important aspect is to be able to convey why it's important to you rather than you just knowing it's going to be popular and grow your bottom line."

For your philanthropic efforts to do their best in terms of employee and customer buy-in, ensure that the subject is meaningful to your practice. The logical choices in optical are often vision charities, health organizations, and social services. But if you're near an ocean, have an official dispensary dog or cat, or live in a green-centric region, those might be the organizations to support. The key is to agree on a charity that resonates with both your patients and employees.

"If you decide to pick something your customers would love, but you have never even written a check to them, it won't stick. You want to build a meaningful connection. And then the customer will get a flavor of the meaning," Keenan says.

Once you have selected your charities, truly support them. Maintain a permanent area for the cause in your dispensary. If you have a pink ribbon frame display in October for breast cancer awareness month and then no one hears about it for the rest of the year, the effort will lose its impact and may even disenchant patients.

Also, put cause information or at least a statement of support on your website. Notes Keenan, "Spell out your mission online. Establish commitments and declare that these are your causes. The bottom line is to convey what you stand for. It really helps build your business." EB