Our Approach
A Drink for Tomorrow (ADFT) aims to raise money for and awareness of the global water crisis. The idea is to provide affordable and sustainable clean drinking water to those who lack this basic human right.
Philanthropy has become a competitive advantage in a weak retail environment. In tough economic times, consumers are even more concerned about where they are spending their discretionary income, and giving consumers the opportunity to do good along with a purchase makes them feel less self-indulgent. As a result, retail executives and philanthropy experts have agreed that "charity is no longer an option, it is a requirement for stores."
Cause Marketing
To effectively tap into this philanthropic movement, ADFT uses "cause marketing," or pairing a product or service with a cause in a way that mutually benefits the business and charity, to further our mission. ADFT uses drinks and the beverage industry to raise awareness of the lack of access to clean, safe drinking water in the developing world. Through partnerships and events with beverage businesses and the general public, ADFT creatively raises funds for clean water projects. Specifically, ADFT uses cause marketing partnerships and community events so the drinks Americans consume today can help to provide clean water for someone in a developing country tomorrow.
Support for causes such as AIDS treatment and breast cancer research has helped to bring these issues to consumer consciousness. With knowledge that support for this type of collaboration between business and social causes exists, we hope to bring the global water crisis to the forefront of social issues.
Beverage Industry Focus
Within the beverage industry, we launch niche-specific fundraising campaigns; our Raise a Drink for Tomorrow campaign generates money and awareness by asking partnering businesses to donate a percentage of profits or dollar amount per sale of designated drink or product towards a clean water project.
A crucial element to our strategy is that not only does it involve the generous support of the partnering businesses, but it also allows the general public to contribute to a solution to the global water crisis. By purchasing designated beverages and beverage-related products, consumers have the opportunity to make a financial contribution simply by selecting our partner's brand. In the face of a problem as overwhelmingly large as the global water crisis, it is important to provide individuals with an easy and direct way to contribute to a solution. Our promotions and campaigns provide the general public with this avenue of contribution.
