Influencer Collaboration Guide

How to approach and collaborate with Influencers

New to influencer partnerships? This step-by-step guide will help your charity choose the right creator from our directory, approach them with confidence, and build authentic collaborations that shine a light on your shops and your mission.

View the directory

Why Work with Influencers?

Influencers are trusted voices with loyal communities. For charity shops, they’re a powerful way to:

  • Reach new audiences

  • Showcase the magic of secondhand shopping

  • Raise awareness of your charity’s mission

And remember: it’s not about follower count. Micro-influencers can deliver authentic, high-impact results.

Influencer collaboration campaigns from Barnardo's and Havens Hospices.

Step 1: Pick the Right Influencer from the Directory

Our directory is full of creators ready to collaborate. Here’s how to choose:

  • Location: Do you want someone local who can visit in person, or someone with wider online reach?

  • Content style: Fashion hauls, homeware styling, upcycling, sustainability

  • Audience fit: Students, families, eco-conscious shoppers. Think about who you want to reach.

  • Size vs. impact: Smaller audiences can sometimes mean stronger trust.

  • Authenticity: Look for creators already championing charity shops.

Quick checklist:
✅ Their content matches your goals
✅ You like their tone and style
✅ They’re close enough to visit (if needed)
✅ Their values reflect your mission

Step 2: Get Ready Before Reaching Out

Decide on your goals:

  • Do you want to drive footfall?

  • Promote an event?

  • Boost donations?

  • Spread awareness?

Consider what you can offer in return. It might be gifting items, covering travel costs, providing unique opportunities, or paying a fee. Keep in mind that for many influencers, content creation is their profession and some will only work on a paid basis.

Step 3: Make Contact

Here’s how to reach out to an influencer from the directory:

  1. Explore their profile and take a look at their social channels using the buttons provided.

  2. When you’re ready, use the “Email” button on their profile to contact them directly.

  3. Introduce your shop, explain why you’ve chosen them, and outline your idea.

  4. Be clear about your goals but stay flexible and let them bring their own creative approach.

Tip: It’s always good to follow them on social media and engage with their posts before or after sending your message. It shows you value their work.

Step 4: Plan the Collaboration

Collabs don’t need to be complicated. Ideas include:

  • Giving them a spend-in-store budget and showcasing their haul (if your shop is part of The Charity Shop Gift Card scheme you could also gift a gift card)

  • Offering behind-the-scenes access

  • Featuring them in your own social content

  • Photoshoots for your campaigns

  • Inviting them to shop events you might be holding

Step 5: Do’s and Don’ts

Do:

  • Communicate clearly and professionally

  • Agree expectations in writing before starting

  • Allow space for the influencer’s creativity

Don’t:

  • Micromanage the content

  • Assume collaboration will be free of charge

  • Treat the collaboration as a one-off. Building an ongoing relationship is often more valuable than a single post or campaign.

Step 6: After the Collaboration

  • If posting the collab from your socials, make sure to tag the creator and add them as a collaborator (if agreed)

  • Track results where possible: engagement, awareness, footfall, donations

  • Stay in touch for future projects