Helping to kick off the new PECAA initiative are (L to R): Jamie Hughes of PECAA, Corey Sizemore of PECAA, Eric Anderson of Optometry Giving Sight, Deb Klug of Innexus, Jill Stephenson of PECAA and Beverly Spears representing Zeiss.

PORTLAND, Ore.—PECAA, a national alliance for independent doctors, has launched “Growing Through Giving,” a member marketing and charitable giving program that will support PECAA’s charity of choice, Optometry Giving Sight (OGS), according to an announcement.

OGS raises funds to support children’s vision projects in underserved countries.

Growing Through Giving harnesses the charitable giving power of PECAA’s 2,325 member doctors, while also providing members “a simple and effective method to grow their practice through cause-related marketing and branding,” according to the announcement. The goal of the project, which was launched at PECAA’s annual meeting this month in Nashville, is to raise $100,000.

In addition to supporting OGS, PECAA members were offered a contribution mechanism via PECAA’s IncentivEYES member rebate program. The response from PECAA members attending the annual meeting “was extremely positive, with funds raised from meeting attendees projected to exceed $50,000,” according to the announcement.

The marketing program provides all participating PECAA members a free, comprehensive digital and physical marketing toolkit developed by PECAA’s marketing partner, Innexus. The toolkit includes posters, mirror clings, website content, social media posts, digital banners and press releases.

Carl Zeiss Vision also played a critical role in forming and launching Growing Through Giving, according to the announcement. Zeiss is supporting a “dollar for dollar match” of all funds raised through the program. The match is open to all participants “regardless of which wholesale lab supplier the PECAA member chooses to support,” the announcement noted.

“Zeiss is proud to contribute to PECAA’s Growing Through Giving initiative. Our participation is a natural reflection of both our strong partnership with PECAA, as well as our company’s desire to support those in need,” Jens Boy, president of Carl Zeiss Vision, North America, said in the announcement.