GRAND JUNCTION, Colo. — On Friday, Dutch Bros locations across the country—including several in western Colorado—participated in the company’s signature philanthropic event: Drink One For Dane Day, a one-day campaign raising money for Amyotrophic Lateral Sclerosis (ALS) research. Now in its 19th year, the initiative has raised over $10 million for the Muscular Dystrophy Association (MDA) since its inception.

In Grand Junction, Dutch Bros employees and customers alike turned out in force to commemorate the legacy of Dane Boersma, the company’s co-founder who died of ALS in 2009, just six years after the business began its meteoric rise in the Pacific Northwest coffee market.

“Dane was big on customer service, loving everybody, and giving each person a smile. It’s in our creed,” said Maria Hasse, Regional Operator for Dutch Bros in Colorado.

A Legacy Rooted in Connection

The energy at Dutch Bros locations on Friday was upbeat but emotional. For many employees, Drink One For Dane is personal—whether through direct connections to the disease or a shared belief in the company’s founding values of empathy and community engagement.

“We do this every year in May,” said Hasse. “It’s a way to give back and reflect on who Dane was, what he built, and how we can carry that legacy forward.”

ALS, also known as Lou Gehrig’s Disease, is a progressive neurodegenerative disorder that affects nerve cells in the brain and spinal cord. There is no known cure, and treatment options remain limited—though breakthroughs in recent years, driven by both public and private investment, have offered new hope.

Community Support, One Cup at a Time

On Drink One For Dane Day, a portion of every drink sold is donated to the Muscular Dystrophy Association, one of the country’s leading organizations in ALS research and patient advocacy. From cold brews to flavored lemonades, each beverage becomes a small act of solidarity.

The campaign transforms daily routines—grabbing coffee, chatting with baristas—into an act of collective action.

“People know about it now. We see regulars come through and say, ‘I came today just for Dane,’” said Hasse.

Dutch Bros’ Philanthropic Footprint

The Medford, Oregon-based coffee chain has grown exponentially since it was founded in 1992 by brothers Dane and Travis Boersma. With over 800 locations nationwide, Dutch Bros has distinguished itself with its high-energy service, youth-oriented branding, and unusually strong employee culture.

But what often goes underreported is the company’s long-running philanthropic commitment.

• $10M+ donated to ALS research since 2006

• Nationwide participation across all Dutch Bros locations

• Annual campaign integrated into training and brand identity

That integration is critical, according to Hasse. “This isn’t just a poster or a tip jar. It’s something we educate our crews about—it’s part of our culture.”

A Disease That Hits Home

ALS is not a distant or abstract issue for the Dutch Bros community. Dane Boersma’s diagnosis came at the height of the company’s early growth. His health declined rapidly, but his presence remained embedded in the brand’s values—especially its emphasis on kindness, customer connection, and joy.

Since his passing in 2009, Drink One For Dane has become an annual touchstone for both grieving and action—a way to honor a founder’s fight while raising critical dollars for the next phase of research.

According to the CDC, approximately 5,000 new cases of ALS are diagnosed annually in the U.S., and most patients survive only 2–5 years after diagnosis. While the condition remains rare, its impact is devastating—not only to patients but also to families and caregivers.

The Bigger Picture: Corporate Philanthropy in 2025

As corporate America continues to face scrutiny over performative activism and “slacktivism” in brand campaigns, Dutch Bros’ sustained commitment to ALS research stands out as an example of long-term, values-driven engagement.

Rather than attaching their name to multiple causes, the company has focused intently on a single issue that resonates deeply within their organization.

That focus allows for sustained fundraising momentum, brand alignment, and customer trust. It also avoids the kind of scattershot approach that dilutes impact—a common pitfall among other fast-growing consumer brands.

Looking Ahead

With $10 million raised and counting, Dutch Bros has helped fuel a significant share of MDA’s annual ALS research budget. Recent breakthroughs in gene-targeted therapies and biomarker tracking have advanced thanks in part to funding from private donors like the coffee chain.

Meanwhile, for customers in places like Grand Junction, the campaign offers something more immediate—a reminder that behind the music, the speed, and the stickers, Dutch Bros is rooted in something human.

As the drive-thru line stretched around the block on Friday, baristas continued to smile, shout names, and hand out drinks. For one day, every sip was also a tribute.

Drink One For Dane – Key Facts