Jeweler and business owner Kristen Baird walks you through how to partner your jewelry business with nonprofits. She gives advice, tips, and first-hand experience so you can make the partnership mutually beneficial.
As a small jewelry business, I love giving back to my community. With so many amazing causes out there, it can be tempting to try to support everyone and everything. But over the years I’ve learned that the most fruitful way to give back is through ongoing, sustainable partnerships with nonprofit organizations whose goals truly align with your own. A healthy nonprofit relationship is mutually beneficial, raising the profile of your business in a way that draws new customers in and allows you to give back consistently in a virtuous cycle. The very best nonprofit relationships allow you to work closely with the charity, offering up your creative ideas and participating in exciting collaborations.
Here’s how to build a healthy and sustainable nonprofit partnership that will help your community - and your business - flourish for years to come.
Articulate Your Value
The most important first step to picking a nonprofit partner is finding a cause you’re passionate about. This may seem obvious, but it can be tempting to say yes to an organization simply because it's trendy, you know someone involved, or out of a sense of obligation. Once you start publicly working with nonprofits, you’ll likely have more requests come into your inbox. Don’t feel bad about choosing only those charities that best align with your company values. If you haven’t articulated your company values, now is a great time to do so!
Because my jewelry business is inspired by the natural beauty of the South, I’m partial to causes related to sustainability, particularly those that impact my hometown of Savannah, Georgia. As a woman-owned company, I’m interested in causes that empower women, and as a mom, I’m especially focused on charities that support kids in need. These values go a long way toward helping me choose which nonprofits make sense for my business. Once I’ve chosen to work with a charity, I’m always sure to list it on the “Giving Back” page on my website, so potential customers can see who I’m supporting here in Savannah.
On a secondary but related note, don’t be shy about doing a little background research on any nonprofit organization. Legally, all 501(c)(3) charities should have their financial information readily available, so you can be sure money is going where they say it’s going. When in doubt, you can check up on them on charitynavigator.org.
Stay Small and Local
It can be tempting to try to align yourself with large national organizations because they are easily recognizable and household names. However, it is difficult and extremely expensive to make a real impact at some of the country’s most well-known charities. Additionally, many have strict rules about who can advertise their donations. Just because you donate to a nonprofit, doesn’t mean they will promote you or even allow you to promote them.
If you want an organization to acknowledge your collaboration, think local. Smaller organizations may not be household names, but they’re often the ones making measurable impacts in your community. They’re also more likely to genuinely value your partnership and want to build an ongoing relationship with you. When you’re able to sit down face-to-face with someone working for the nonprofit and dream up ideas together, that’s when you know you’ve found something really special.
Diversify and Build Partnerships Gradually
In the past, I picked only one charity and devoted all of my “giving back energy” to that organization. However, I’ve found that I can have a bigger reach by partnering with several charities throughout the year in tiered partnerships. That means starting small with something as simple as donating a gift card or attending an event (more on that later). If that goes well, I might work on an “in kind” donation, something that utilizes my jewelry-making talents.
Finally, I like to select one or two primary partners to work with continuously throughout the year. These are the organizations that I’m most passionate about. I’ve also come to trust the charity by working with it in small ways over an extended period of time. Once I know which charity (or charities) I want to really prioritize, I set up meetings with their leadership, come up with campaign ideas, and try to grow our partnership moving forward.
Donate Experiences, Not Jewelry
Nonprofits will often ask you to donate a piece of jewelry for a raffle or silent auction. While I’ve done this in the past, I’ve discovered there is a downside, as pieces often can go for significantly less than their value. These days, when I receive a request for a piece of jewelry, I counter by offering a gift card and asking to attend the event. Attending in person is important because it allows me to chat with people who are interested in my jewelry, make connections, and put a face to the brand. It’s also a great way to gauge how interested the organization is in building a relationship with me or if they simply want a donation.
By donating a gift card, I give the winner the opportunity to choose something they really love and it doesn’t devalue my work. Also, someone who comes to my site and sees all my designs is more likely to purchase again in the future than someone who simply walks out of an event with their piece.
Get Creative
When it comes to those primary relationships, don’t be afraid to think outside the box. I love sitting down with representatives from my top charities to brainstorm together. Letting them know that they’re your priority for the year makes a huge difference. This is what every nonprofit wants to hear! As a creative, you can pitch unique ideas for ways that you can contribute. For example, I recently ran a St. Patrick’s Day promotion with a local charity, donating a portion of all green-colored jewelry sold during the month of March. This got customers motivated to come to my website and purchase something green. (Green also happened to be the charity’s brand color, so it worked out great.)
When it comes to those primary relationships, don’t be afraid to think outside the box. I love sitting down with representatives from my top charities to brainstorm together. Letting them know that they’re your priority for the year makes a huge difference. This is what every nonprofit wants to hear! As a creative, you can pitch unique ideas for ways that you can contribute. For example, I recently ran a St. Patrick’s Day promotion with a local charity, donating a portion of all green-colored jewelry sold during the month of March. This got customers motivated to come to my website and purchase something green. (Green also happened to be the charity’s brand color, so it worked out great.)
Leverage Social Media
Speaking of generating buzz, don’t forget to leverage social media. Before embarking on a new nonprofit campaign, sit down with the charity’s social media team to come up with a game plan. Establish a clear goal for the project, then formalize your language and messaging across social channels. I always share my logos and branding with my nonprofit partners and get permission to use theirs. We’re sure to tag each other when promoting the campaign, use the same hashtags, and cross-post. If it’s the right fit, you can also do Instagram takeovers on each other’s accounts or write guest posts on each other’s blogs. As a side note, many small nonprofits function without a dedicated social media or PR team. If you’re able to whip up some pretty branding for their campaign and share some images with them, they will love you forever. It’s an easy and inexpensive way to show them you care.
Do Your Paperwork
As boring as it sounds (especially compared to all the fun stuff I just mentioned) don’t forget to follow up every charity campaign by doing your paperwork. Always ask for documentation of your donations for tax purposes. In some cases, you may want to earmark your donation for a particular project or campaign. Make sure your money is going exactly where you want it to go, and get everything down in black and white.
Reassess Annually
At the end of each year, sit down and assess how each of your nonprofit endeavors went. Are you getting what you need to make the relationship sustainable? Do you feel appreciated or are you “throwing money into the void?” Do you feel the partnership has benefited your business as well? Do you still feel passionate about the cause or is something else tugging at your heartstrings?
It can be uncomfortable asking these questions, but it’s important to make sure you’re truly engaged before committing to another round of collaborations. If you don’t feel that the charity has grown along with you, or if you’re not seeing positive results from their work in the community, it may be time to have a tough conversation about stepping back. On the other hand, if you’re feeling inspired and motivated, it’s time to start making even bigger and better plans!
Repeat, Grow, and Make a Difference!
As you continue to grow your nonprofit partnerships at all levels, you will see a positive change in yourself, your community, and your business. Customers today care about how their money is spent, and knowing about all the great work you’re doing can both draw them to you and keep them coming back. But aside from the new customers and great promotions, you will have the satisfaction of knowing that your business is making a difference in your community. That’s the greatest reward of all!
More From Kristen Baird
Building a Contractor Team for Your Jewelry Business
