Shine a light on your shops and your mission

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

Influencers are trusted voices with loyal communities

Why work with influencers?

And remember: it’s not about follower count. Micro-influencers can deliver authentic, high-impact results. For charity shops, influencers are a powerful outlet for:

Reaching new audiences

Showcasing the magic of secondhand shopping

Raising awareness of your charity’s mission

Influencer collaboration campaign examples

These examples are from Barnardo's and Havens Hospices.

Five steps to successful sustainable influencer relationships

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

Get ready before reaching out

Step 2: 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

Whilst some will donate their time, others will only work on a paid basis.

Now you are ready to ...

Step 3: Make contact

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

Explore their profile

Take a look at their social channels using the buttons provided.

Email the influencer

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

Introduce your shop or shop chain

Explain why you’ve chosen them, and outline your idea.

Be clear about your goals but stay flexible

Let the influencer bring their own creative approach.

Tip: It’s always good to follow them on social media

Engage with their posts before or after sending your message. It shows you value their work.

Collabs don’t need to be complicated

Step 4: Plan the collaboration

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 showcase this.

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

Do’s and don’ts

DO ...

... communicate clearly and professionally

DO ...

... agree expectations in writing before starting

DO ...

... allow space for the influencer’s creativity

DON'T ...

... micro-manage the content

DON'T ...

... assume collaboration will be free of charge

DON'T ...

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

After the collaboration

Step 5: Continue a happy relationship with your influencer

Attribution

If posting the collaboration from your socials, make sure to tag the creator and add them as a collaborator, if agreed.

Track results where possible

Feed back changes in engagement, awareness, footfall and donations to your influencer if you can. This will help inform the success of future content.

Stay in touch!

You never know when your future social media campaigns may need your star influencer(s).

Ready to start a collab?

Charity shop influencers are ready to help you tell your story. Find the right person, start the conversation now, and see how far your collaboration can go.

View our influencer directory here