ECPA's Rush To Press


Contact: Sally Ross

Tel. (805) 543-2644 x590


(October 26, 2015) – Lifewater International, a non-profit Christian water development organization, honored The Parable Group and its family of retail partner stores on Tuesday, October 20, 2015 for their generosity in helping provide a water well in the Agali Region of Uganda. 

“We are so thankful for The Parable Group and their partner stores for teaming up with us to help provide water, health and hope to vulnerable children and families living in rural Uganda,” said Justin Narducci, Chief Executive Officer at Lifewater. “The completion of the water source in April 2015 provides 280 people in Orunyamo with more than water – it gives them a new lease on life.”

The Parable Group has been in relationship with Lifewater International since 2007; and in 2014 they joined together in partnership with their retail partner stores nationwide to spread the word to Christian consumers about the world’s water and sanitation crisis. The Parable Group promoted Lifewater’s missional approach to water development via catalogs, emails, online and in stores. In addition, proceeds from an exclusive CD, All Creatures of Our God & King, created by Lucid Artists were sold in support of Lifewater. 

Lifewater’s program in northern Uganda builds on strategies and momentum gained in over a decade of work in neighboring regions to provide better futures for people recovering from over 20 years of devastating civil war. Communities are rebuilding, but decades of war destroyed basic infrastructures, disrupted traditional farming practices and has led to a crippling cycle of dependence on foreign aid. The provision of ventilated, improved, pit latrines, a safe water source, and training on life-saving hygiene behaviors helps improve health, attendance in schools and dignity. 

“Lifewater’s missional approach to water development combines the best in water access, sanitation, hygiene and community training while proclaiming God’s all-encompassing and redeeming love for the poor,” said Steve Potratz, President of The Parable Group. “Their long-term, self-sustaining work in northern Uganda will create a lasting impact. We couldn’t be more privileged to support them in this great work.” 

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Lifewater International is a non-profit Christian water development organization dedicated to effectively serving vulnerable children and families by partnering with underserved communities to overcome water poverty. With experience in more than 40 countries since 1977, Lifewater serves people of all faiths, focusing on contextually appropriate water sanitation, and hygiene (WASH) development. For more information, contact Christine Zurbach ( or visit Lifewater International is based in San Luis Obispo, CA

The Parable Group is a data-driven, results-oriented marketing agency that connects retailers, brands, products and services to faith-based consumers everywhere. The Parable Group has been measuring what motivates the Christian consumer for 30 years. They leverage their unique consumer data to drive measurable results for clients across various marketing platforms—from traditional print to next-gen digital technologies—for Christian retailers, publishers, ministries and non-profits. From acquisition to advocacy, The Parable Group fosters interactions and engagement that builds brands and drives customer loyalty. For more information, contact or visit The Parable Group is based in San Luis Obispo, CA