Purpose Through Partnership
November 6, 2025 | author: Erika Carruth
Photography has always been more than just a profession. At the core, it is a means of connection — a way of telling stories that matter. And when those stories align with a greater purpose, something truly beautiful happens.
For photographers, partnering with a nonprofit organization can be among the most rewarding professional experiences. For nonprofits, working with a passionate artist can bring your mission to life far beyond what numbers and reports reflect. The partnership, when done thoughtfully, lifts both the cause and the creator; it is essentially a win-win.
Why It Matters
I have worked with a variety of nonprofits over the years — photographing projects with Habitat for Humanity, offering portrait sessions that benefit Toys for Tots, and donating proceeds from art sales to multiple causes. Every time, I walk away feeling more connected to my work than any paid assignment could ever give me.
This type of collaboration goes far beyond the image by making it about impact. It is storytelling in service of something bigger. It is what Carruth Photo is all about – to create art with purpose. And while there can be indirect business benefits (exposure, connections, credibility), the real value is in knowing that your talent helps elevate a mission that is in need of visibility and support.
Getting Started: For Photographers
If you are a photographer looking to work with nonprofits, start by asking yourself what causes are important to you. Maybe it is housing, education, children, the environment, or local community projects. Find something that resonates personally because the heartfelt connection will fuel your authenticity.
Here are a few suggestions on how to approach the process thoughtfully:
1. Research before you reach out.
Look for organizations that align with your values and aesthetic. Familiarize yourself with their mission, recent events, and current needs. From there, you can reach out with a professional and sincere proposal. Consider outlining how you would like to help, what kind of work you can provide (portraits, event coverage, campaign imagery, etc.), and how you see your photography adding value to their mission, event, etc.
2. Be clear about expectations.
This is where many collaborations fall short, in any industry. Clarity protects both parties and sets a tone of mutual respect. For this reason, it is critical to discuss and come to an agreement on:
The scope of work (how many hours, sessions, or images will be provided)
The usage rights (how and where the nonprofit can use the images)
Attribution (how you will be credited)
The timeline and deliverables (when and how photos will be delivered)
Whether this is a one-time collaboration or part of an ongoing partnership
Put it all in writing, even if it is a simple Memorandum of Understanding (MOU). There is no need to make it overly formal, but it should outline who’s doing what, when, and why.
3. Track your contributions.
If you are donating your time and work, it may qualify as an in-kind donation. Assign a fair market value to your services (based on your usual rates), document any hard expenses (mileage, printing, supplies), and talk with your accountant about how to properly record it. While you may not be able to deduct the value of your time, you can often claim tangible costs; additionally, you will have clear records of your generosity and professional contribution.
Guidance for Nonprofits
If you are a nonprofit looking to connect with a photographer, consider the following:
1. Reach out with respect for the artist’s time.
Photography takes preparation, skill, and hours of post-processing. Approach photographers with a clear idea of your needs, goals, and timeline. Be upfront about whether it is a volunteer or paid project, and offer credit when and where it is due.
2. Collaborate, don’t just contract.
Invite the photographer into your story. Share your mission, your vision, the emotional heartbeat behind what you do. When photographers understand the why behind their work, the final result will resonate with you, your audience, and the artist.
3. Clarify usage rights and deliverables.
Just as in any professional service, transparency avoids misunderstandings. Will the images be used for marketing, social media, fundraising, or internal reports? Will the photographer retain rights for their portfolio? Whatever it is, be sure to confirm it in writing.
The Deeper Value
Even beyond the practicalities, collaborations of this nature can be deeply restorative for the artist and profoundly helpful for the cause. For photographers, it is a way to make the creative process feel purposeful again — to step outside of the commercial grind and reconnect with the meaning behind your work. For nonprofits, it can serve as a chance to visually amplify your mission, showcase your impact, and attract donors and volunteers through authentic imagery that truly reflects what you do and who you serve.
Some of the most fulfilling work that I have ever performed has been the kind that gives back. Even in my personal projects, a portion of proceeds is donated to one or more of the causes I regularly support. I do not view this practice as exceptional — I believe it should be part of every business model where it is feasible. Social responsibility should not be considered an add-on; it is an integral part of success. It connects your work to something greater. It gives meaning to the metrics. And it reminds you that creativity, at its best, is an act of service.
So, to get started, find your cause. Reach out. Create something meaningful together. The images that you make may not change the whole world — but they can change someone’s world.
And isn’t that the purpose of art?
