5 Surprising Facts About ‘Drink One For Dane’ And The $2.5 Million ALS Fight
The phrase "Drink One for Dane" is a rallying cry known to millions of coffee lovers across the Western United States, but few outside of the Dutch Bros community understand the deeply personal and tragic story behind the annual event. As of the end of December 2025, this massive annual fundraiser has become one of the most significant corporate efforts in the fight against Amyotrophic Lateral Sclerosis (ALS), a devastating neurodegenerative disease.
The event is a powerful, enduring tribute to one of the coffee chain's co-founders, a man whose vision helped build an empire before his life was tragically cut short. What began as a small, localized effort has exploded into a multi-million-dollar philanthropic powerhouse, though its evolution has not been without recent scrutiny and debate over its donation structure, making the story more complex and relevant than ever.
The Man Behind the Mission: Dane Boersma Biography
The "Dane" in "Drink One for Dane" is Dane Martin Boersma, a co-founder of the now-iconic Dutch Bros Coffee. His life story is one of entrepreneurial spirit, family partnership, and an inspirational fight against a terminal illness.
- Full Name: Dane Martin Boersma
- Co-Founder Status: Co-founded Dutch Bros Coffee in 1992.
- Co-Founder Partner: His younger brother, Travis Boersma.
- Background: Dane and Travis were third-generation dairy farmers in Grants Pass, Oregon, who decided to leave the family dairy business to start the coffee venture.
- Early Business Ventures: Before Dutch Bros, Dane helped convert the family farm into the Dutcher Creek Golf Course.
- ALS Diagnosis: Dane was diagnosed with Amyotrophic Lateral Sclerosis (ALS), also known as Lou Gehrig's Disease, in 2005.
- Death: He passed away on October 15, 2009.
- Legacy: The "Drink One for Dane" fundraiser was launched in 2007, two years before his passing, to honor his fight and raise money for ALS research.
Dane’s vision, alongside his brother Travis, started with a single pushcart by the railroad tracks in downtown Grants Pass, Oregon. The rapid expansion of Dutch Bros from that humble beginning to over a thousand locations across the U.S. is a testament to the brothers' dedication and Dane’s lasting impact.
The Record-Breaking Impact of the Annual ALS Fundraiser
Since its inception in 2007, "Drink One for Dane" has become the largest annual single-day fundraising event for the Muscular Dystrophy Association (MDA), the primary beneficiary of the donations. The event is typically held in May, aligning with ALS Awareness Month, and has raised millions of dollars to support ALS research, care, and advocacy efforts.
The scale of the annual giveback day is immense, mobilizing thousands of employees, or "Bro-istas," and millions of customers across the entire Dutch Bros network. The funds are channeled through the Dutch Bros Foundation to the MDA, which uses the money to provide care and support to families affected by the disease.
The Latest Fundraising Triumph: $2.5 Million in One Day
The event continues to break its own records, demonstrating the community's unwavering support for the cause. The 18th annual "Drink One for Dane" event, held on Friday, May 17, 2024, was a monumental success.
On that single day, Dutch Bros and its customers came together to raise an astonishing $2.5 million for the Muscular Dystrophy Association. This figure highlights the enormous potential of purpose-driven business and the deep connection the company maintains with its co-founder's legacy.
The total amount raised over the event's history has reached tens of millions of dollars, providing critical funding for the development of new treatments and ultimately, a cure for ALS. The money directly supports MDA's ALS-focused programs, including clinical trials and multidisciplinary care centers.
The Evolving Donation Model: Controversy and Clarification
While the overall fundraising success is undeniable, the format of the "Drink One for Dane" donation structure has undergone a significant change in recent years, leading to public discussion and some controversy among customers and online communities. This evolution is a key point of interest for those following the event's financial mechanics.
From Per-Drink to Lump Sum
For many years, the fundraiser operated on a straightforward model: $1 from every drink sold on the designated day would be donated to the MDA. This direct, transparent, and volume-based contribution was a major driver of customer participation.
However, as the company grew and the number of locations expanded, the model shifted. Dutch Bros now states that the format of the day "has evolved." Instead of a fixed $1 per drink, the Dutch Bros Foundation now makes a predetermined, substantial donation to the Muscular Dystrophy Association in support of the event.
For example, in recent years, the foundation has committed a large, static lump sum—often $1 million or more—with the 2024 event culminating in a $2.5 million donation. While still a massive contribution, this change has generated criticism online, particularly on platforms like Reddit.
The Core of the Controversy
Critics argue that disconnecting the donation from the total number of drinks sold diminishes the incentive for customers to participate, especially if the static donation is smaller than what a $1-per-drink model would have generated at the company's current scale. Some online posts have claimed the new lump-sum donation is a "60% smaller static lump sum" compared to previous years and that the company is using the emotional story as a "marketing hook."
Dutch Bros' official position is that the commitment to the cause remains the same, emphasizing the total dollars donated and the awareness raised. The company’s consistent multi-million-dollar donations to the MDA, even with the format change, demonstrate a continued, strong financial commitment to the mission to #EndALS. The focus has shifted slightly from a direct sales-to-charity transaction to a foundation-backed corporate pledge, ensuring a large, reliable donation regardless of the day's sales performance.
The Enduring Legacy of Hope and Community
Regardless of the mechanics of the donation, the "Drink One for Dane" day remains a powerful cultural phenomenon and a crucial funding source for ALS research. The event is more than just a transaction; it is a day of remembrance, community, and hope, perfectly embodying the "Dutch Luv" culture the company promotes.
The annual giveback day serves as a vital reminder of the ongoing fight against Amyotrophic Lateral Sclerosis, a progressive neurodegenerative disease that affects nerve cells in the brain and spinal cord. By drawing millions of customers to the cause, the event significantly boosts public awareness of a disease that is often overshadowed by other illnesses.
Entities and LSI keywords central to this mission include the Muscular Dystrophy Association (MDA), which leads the charge in ALS research; the Dutch Bros Foundation, which manages the corporate philanthropy; and the Boersma family, who continue to champion the cause. Every cup sold on this day, whether contributing directly or indirectly, honors the memory of Dane Boersma and fuels the effort to find a cure for Lou Gehrig's Disease.
As Dutch Bros continues to grow, so too does the potential of "Drink One for Dane." The event is a testament to how a single personal tragedy can be transformed into a nationwide movement, ensuring that Dane's legacy is not just the coffee empire he co-founded, but the millions of dollars dedicated to ending the disease that took his life.
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