Contact: Sally Ross
Tel. (805) 543-2644 x590 Email:

(February 19, 2014) – The Parable Group and its family of retail partner stores are honored to minister alongside Lifewater International, a non-profit Christian water development organization, as they work together to eliminate water-borne disease and inadequate access to water— impacting lives across the globe.

“Every day, more than 1,800 children die due to preventable water-borne diseases,” said Steve Potratz, Founder and President of The Parable Group. “Remarkably, in the course of bringing water, sanitation, and hygiene to communities, Lifewater has been able to save lives as they work to restore physical health, engage in planting churches, teach micro-finance, improve nutrition, provide general education, and ultimately bring the lost to Christ. We couldn’t be more privileged to partner with them in this great work.”

The Parable Group has been in relationship with Lifewater International since 2007; however, this is the first year they are joining together as a united front with their retail partner stores nationwide to spread the word to Christian consumers about the world’s water and sanitation crisis.

“We are so excited to work with Christian retailers to provide water, health and hope to the poor,” said Justin Narducci, Chief Executive Officer at Lifewater. “We are honored that retailers will be sharing our missional approach to water development—mWASH—which combines the best in water access, sanitation and hygiene while proclaiming God’s all-encompassing and redeeming love for the poor.”

The Parable Group will raise awareness for Lifewater’s rural water development program to customers via catalogs, emails, online and in stores from March through September this year and during the same timeframe for years to come.

This year, partner stores will be selling an exclusive CD, All Creatures of Our God & King, created by Lucid Artists in support of Lifewater. The Parable Group will make a donation to Lifewater for every unit sold, supplying water and hygiene solutions to a designated region of Ethiopia.

Lastly, in 2014, The Parable Group will also be matching donations contributed by store owners and customers up to a designated amount.

Narducci added, “783 million people do not have access to safe water and 2.5 billion people lack basic sanitation. There is much at stake and we are grateful to serve with The Parable Group and their partner stores to bring hope to hard places.”


Lifewater International is a non-profit Christian water development organization dedicated to effectively and sustainably serve the world’s rural poor through integrated water, sanitation, and hygiene programs. For over 35 years, Lifewater International has focused on contextually appropriate water development, and training, equipping, and empowering local partners to provide their own local community with safe water, with the goal of long-term, self-sustaining solutions. Lifewater is called to bring water, health, and hope to the world’s poor. For more information, contact Drew Littlejohns ( or visit Lifewater International is based in San Luis Obispo, CA.

For nearly 30 years The Parable Group has helped independent stores buy, promote and sell products using data, technology and marketing expertise in the Christian market. The Parable Group is a leading retail services provider specializing in print and digital marketing for independent Christian stores, and delivering innovative, industry-leading marketing solutions connecting products and services to Christian consumers. For more information, contact Sally Ross ( or visit The Parable Group is based in San Luis Obispo, CA.