Products & ideas for the laboratory professional.
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july 2015 3 ROLLINS ON MARKETING OPINIONS while simultaneously building your public image as a company that cares about the community. There are a number of efforts being made in the eyecare industry to support charitable causes. Some are international in scope, such as VOSH (Volunteer Optometric Services to Humanity). Other chari- ties focus on the underprivileged in the U.S., including New Eyes for the Needy. There are also many traditional charities and service organizations that offer eyecare for the underprivileged, such as Lions Clubs and United Way. All are worthy of our support. There are two ways of giving to any charitable group: time (through volunteering with a charity), and money. Most charitable organiza- tions would truly appreciate either kind of support, as both can be in short supply. Again, the best way to do it is to give as a company, encourage your employees to team up with the company and give, and enlist your customers to join in the effort to expand your reach. Together we can make our commu- nities stronger while building our reputation as companies and people who support the needy among us. Giving Is Good Business BY ERIC ROLLINS ONE OF THE really great movements in business today is corporate charitable giving. Many companies, including many in the eyecare feld, give money and/or free products and services to sup- port worthy causes. This is good for the business because it refects well on its image, provides advertising copy, and–most of all–allows the company to let its employees and customers know that it cares about more than just its bottom line. Plus, giving to worthy causes makes the giver feel good! Clearly, charitable giving is a win-win situation for everyone involved. There are additional steps we can take to maximize the effect of our giving. The frst: Get your employ- ees involved. This will make them feel good about doing things for those who are in need. It also gives you the opportunity to build team- work within your company and improve morale. A company with poor morale achieves poor results, while a company with engaged employees and high morale can achieve great things. Another step is to involve your customers. Let them know that your company is, for example, sponsoring a food bank truck on September 15, along with the time and location for the event, and ask for volunteers to work with your employees. Charitable giving such as this is a great way to help the needy, build morale in your company, and establish tighter relationships with your customers, Eric Rollins is a veteran of the optical retail, frame, and lab industries. His frm, Rollins Consulting, LLC, consults with three O's to improve proftability. You can email him at: ericrollins@comcast.net.