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Shannon Wilburn's Creative Business Model Gives Back to Communities Across the Country
The Franchise Woman of the Month
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The Franchise Woman of the Month
Shannon Wilburn’s Creative Business Model Gives
Back to Communities Across the Country by Elizabeth Denham
When Shannon Wilburn started her consignment business, Just Between Friends, in 1997 from her house, she never dreamed it would grow to 160 franchise owners, much less that last year, those owners would present a combined $7.6 million of in-kind donations to more than 400 charities.
“That’s what I love about the business,” Wilburn said. “When we decided to put the focus on giving back, people embraced it because it makes you feel good - and that is appealing.”
Wilburn won the 2019 International Franchise Association Gold Award for Innovation and Impact for Franchising and Giving Back. This award recognizes an IFA member whose charitable or community support program focuses on using creative, innovative ways to maximize the benefits and impact on their community with limited resources.
“We have eyes not only for profitability, but also for helping others,” she said. “Five years ago, we began placing a stronger focus on the charitable aspect of our business. Before then, we had not measured what we were giving back, and I realized we needed to do that in order to prioritize it.”
When the focus on giving back was prioritized, Just Between Friends began giving a community impact award within the company. That award is at the same level of importance as the Franchisee of the Year Award. The winner received $750 for their charitable partner and $750 for their business.
Just Between Friends, co-founded by Daven Tackett, provides local sales events where shoppers can save money on children’s clothes, toys, shoes and equipment and maternity items while consignors can make money on items they sell.
As the business grew from Wilburn’s home to a local church gym to space at the local fairgrounds, the need to have something to do with unsold items became apparent. There were consignors who did not want to come back to pick up their items. A woman from Tulsa Emergency Infant Services who had shopped at an event asked what was done with unsold items.
“Our problem was solved,” Wilburn said. “She was interested in becoming our charitable partner, and this concept became part of the concept of our franchise. Now, before franchisees open the doors, they must be aligned with a charitable partner of their choice. And after 21 years, we still have a relationship with Tulsa Emergency Infant Services.”
Both franchisees and consignors have embraced the idea of giving back through Just Between Friends.
“There is an intrinsic joy of knowing you are donating when you are a consignor,” Wilburn noted. “Consignment in and of itself is about giving back because you are helping people who might not otherwise be able to purchase these items. But also, you are giving these items a second story, and it’s even better because it’s often a story for someone in need. Consignors ask themselves, ‘if these items don’t sell, do I want to bless someone else?’”
Just Between Friends embraces the idea that they want to allow people to shop with dignity. The last
day of a sales event is half-price day. These prices are discounted 50 percent off of already discounted prices. Wilburn tells a story of a teen mom who came to shop.
“The last time I worked a cash register was March of 2011 right before we reorganized the company due to rapid growth. A young woman who looked to be about 18 years-old and eight months pregnant came to the register with four bags of necessities – bottles, burp cloths, onesies. Her total amount was $10.00. She told me she didn’t know tax was charged and be-
gan looking for something to put back. She was there with her last $10.00 trying to buy things to care for her baby. Of course, I told her to just take all of the items,” Wilburn said.
“That experience helps me to remember what a difference this business can make for people. Families in
our communities have a need to take care of themselves and provide for their families. For that young woman to be able to shop and to not have to take a handout gave her dignity. This secondary market, the one of giving back, has become the core of who we are as a company.”
