Charity at core of LensCrafters’ corporate philosophy

QUESTION: How important are charitable activities to LensCrafters? 

ANSWER: It’s extremely important to corporate and as such is one of the first things that new employees learn about this company. Locally, we are very active in OneSight, which, as our company’s charitable organization, has provided vision care to millions of people worldwide. Our Hawaii stores collect and recycle donated eyewear. We send it to our corporate office, and they send it to international clinics. I’d say that we’ve collected several hundred glasses at the Windward LensCrafters and a few thousand statewide. 

Locally, we also partner with our on-site doctor’s office to provide free eye exams and new eyeglasses for several nonprofit organization. Our eyeglass donations in the U.S. are always new. 

Q: What’s the biggest challenge of running a corporate volunteer activity? 

A: Getting enough volunteers to cover the schedule is the biggest challenge. Since we are working with volunteers, we can’t hold anyone to the amount of hours or time that they contribute. I always try to schedule more volunteers than I think that we will need.

Since people aren’t obligated to volunteer, it’s also crucial to make sure that every volunteer feels that his or her contribution is important. If you do that, you’ll build a stronger volunteer base for future events. 

Q: What’s the best way to get more people in your company to volunteer?

A: I share my enthusiasm. You can’t insist that associates volunteer, but in one way or another, most of the associates at my last store, Windward LensCrafters, were involved in our company’s volunteer initiatives. I told them stories about why volunteering is important to me and encouraged other associates to share their own positive experiences. 

I don’t tell people what they should or shouldn’t do. However, a little excitement seems to go a long way. We had about a 75 percent volunteer participation rate at our store. 

Corporate incentives like the chance to compete to go on an international and domestic vision care clinic also provided strong motivation. The company makes selections based on an associate’s activity with OneSight and any unique skills that they might bring to the effort. They typically select about 1,200 associates from Luxottica and all of our eyewear and retail brands and labs for international and domestic volunteering opportunities. 

I’ve been on trips to India, South Africa, Mexico, Los Angeles and Houston. It’s very satisfying to be able to use the skills that you’ve acquired on the job to be able to change someone’s life. 

One of the most amazing things is when you put that set of glasses on someone for the first time. I had a woman in India with a -18 perception, which means that basically, she couldn’t see anything. When we put the glasses on her, her look was priceless.

Q: What’s the best way for a company that wants to do charitable work to find the right projects and recipients? 

A: It’s important to find a strong nonprofit partner who can screen recipients. 

In the past we’ve worked with TJ Mahoney & Associates, a program that helps women transition back into the community after they leave prison. We’ve also worked with Weinberg Village Waimanalo, Waimanalo Health Center and YO!, the youth outreach program in Waikiki. I rely on representatives of these organizations to recommend someone that has a need whether it’s that they are uninsured, unemployed, homeless, etc. I’m also active in community with the Manoa Waioloi Lions Club and the Hawaii Lions District 50. They are our partners for school screenings and for eyeglass collection for our international clinics.

Q: How do LensCrafters’ volunteer opportunities enhance the skill-set of your employees?

A: A lot of times just the act of applying to be a volunteer on one of our clinic trips helps employees build confidence. It helps them realize their strengths, and it gives them more awareness of the type of skills that corporate values. 

If they are chosen to volunteer for one of our international or domestic clinics, they gain greater exposure to the many associates that make up our company. They also gain insight into other cultures, which is very important since our customers come from all works of life.  

And more importantly, they learn about how good it feels to share. On my first trip I took my own refurbished eyeglasses and gave them to an 80-year-old gentleman who couldn’t see. I gave him my "eyes" and now he can.

Q: What benefits does LensCrafters realize as a result of its volunteer programs?

A: The best benefit is the knowledge that we have helped to make the world a better place where more people can see. However, I do know that more people patronize companies that support charitable causes. I’ve had customers hear about OneSight and say, "Wow, that’s great. I didn’t know that you had that program. It makes me want to come back here." 

But our associates don’t have to go far to get the benefits of volunteering. We do a lot of charitable work right here in the community, and when we do, I think it helps our associates build stronger relationships with their customers. Volunteering also gives our associates a chance to get to know each other better, and that creates more camaraderie at work.