The Parable Group and its partner stores are honored to expand their ministry partnership with Lifewater International, a nonprofit Christian water development organization, as they work together to eliminate water-borne disease and inadequate access to water.

At Parable’s all-store banquet Saturday, June 21 in Atlanta, partner retailers heard from Justin Narducci, chief executive officer at Lifewater, and Drew Littlejohns, manager of strategic partnerships at Lifewater.

“It is time for Christians to rally together and meet this most basic human need,” Narducci said. “We know where the water and sanitation needs are the greatest. We know the impact we can have in some of the hardest places on Earth. Each day, 1,800 children die from water-borne illnesses; that means every day we have the opportunity to save lives and show the poor that Jesus cares for them.”

Lifewater’s missional approach to water development—mWASH (missional Water Access Sanitation Hygiene)—combines the best in water access, sanitation and hygiene while proclaiming God’s all-encompassing and redeeming love for the world’s most vulnerable people. With the Lifewater program, it costs $40 to provide one person safe water and improved health for life.

Earlier this year, Parable Group promoted Lifewater’s “Significant Sacrifice” campaign that challenged individuals to make small sacrifices in their daily routine during the 40 days before Easter—and donate the savings to Lifewater. Donors pledged a variety of sacrifices, such as skipping a daily coffee purchase, eating meals at home instead of restaurants, riding a bike to work or renting a movie instead of going to the theater. Through the campaign, more than 1,000 people are being provided with safe water and health for life.

Also this year, Parable and Lifewater partnered with Lucid Artists to create an instrumental CD, All Creatures of Our God & King, sold exclusively in Parable Group partner stores. For every unit sold, Parable donates proceeds to Lifewater, helping to supply water and hygiene solutions to a designated region of Ethiopia. So far, 2,500 units have been sold through retail. Partner stores have committed to stock, promote and sell the CDs throughout 2014.

Additionally, this fall Parable will promote Lifewater’s “Bottles for Borena” campaign. Retailers will offer high-quality aluminum water bottles to customers for $9.99 each.

Approximately $3.50 from the sale of each bottle will go to fund water development projects in Borena, an impoverished and drought-stricken area in southern Ethiopia, along the border with Kenya. Parable Group also will promote Water for Elirose, a children’s book published by Lifewater and available through Anchor Distributors, this fall.

“Lifewater has been able to save lives as they work to restore physical health, engage in planting churches, teach microfinance, improve nutrition, provide general education and ultimately bring the lost to Christ,” said Steve Potratz, president of The Parable Group. “We couldn’t be more privileged to partner with them creatively in this great work.”

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