Dollond & Aitchison in partnership with Moorfields Eye Hospital

Dollond & Aitchison is a retail chain of opticians with 380 branches nationwide, employing 2,700 people, the majority of whom are branch based opticians and optical advisors.

D&A launched a Charity of the Year campaign with Moorfield’s Eye Hospital with the objective of raising employee motivation and driving a “First for Service” culture, as well as externally positioning D&A as genuinely caring.

The fundraising target was set at £75,000 supported by three main routes – an ongoing programme encouraging customers to make donations when they had glasses repaired, fundraising weeks held in branches and head office, and a range of individual efforts ranging from running the London Marathon to giving up chocolate for Lent.

The campaign was a huge success with the fundraising target exceeded by more than £125,000. Following a survey of D&A staff there was also significant evidence, both quantitative and qualitative, that staff morale and motivation improved as a result of the campaign. Furthermore the partnership with Moorfields Eye Hospital informed the development of D&A’s clinical training initiative, and also led to stronger visual cues of the high standards of hygiene to which D&A adheres.

Over a million customers were exposed to the campaign message and many got involved in supporting a branch fundraising event. This supported D&A’s customer proposition by building perceptions of D&A as a “caring” company, and reinforcing the First for Service campaign.

The D&A play and relaxation areas in Moorfields Eye Hospital give children and their families the chance take a break from what is often a difficult and stressful visit.