At the recent Small Business and Non-profit Fair, April Peterson, owner of River Rock Outfitters in downtown Fredericksburg, spoke to attendees about the importance of being a community hub for small businesses. From the very beginning, April understood that community engagement would be a key factor in her success. She emphasized, “Small businesses like ours play a vital role in their communities—whether through volunteering, collaborating with fellow business owners, or supporting local causes. Engagement isn’t just important; it’s essential.”River Rock Outfitters has actively collaborated with both businesses and nonprofits to exchange expertise, expand networks, and amplify marketing efforts. These partnerships have enabled the business to reach new audiences, which is particularly valuable when budgets are tight. More importantly, April emphasizes, “These collaborations allow us to make a meaningful impact on the community while gaining valuable experiences that enhance the business—creating a true win-win.”
When selecting partnerships, April considers three key factors:
- Alignment with mission and values – Does the partnership resonate with the core mission of River Rock Outfitters?
- Professional development – Will the collaboration provide opportunities for personal and professional growth, helping her to learn something new?
- Unique contributions – Does she bring valuable experiences, knowledge, or financial resources that will benefit the partnership?
April emphasizes that, given the limited time and resources most business owners have, it’s crucial to understand the goals of a partnership. When priorities align, partnerships can be incredibly beneficial—not only for the business but also for the nonprofit and the community.
April stressed the importance of aligning partnerships with core mission and values while ensuring they offer both personal growth and contributions that benefit the community. By thoughtfully choosing partnerships, small businesses can maximize their limited time and resources, creating a win-win situation that drives success for the business, supports nonprofits, and fosters positive community engagement. Through these strategic collaborations, businesses like River Rock Outfitters can thrive while making a lasting difference.
April Peterson, Owner of River Rock Outfitter and Jan Monroe, Executive Director of Step VA