About Us

Retail Fundraising and Cause Marketing

Our retail fundraising and cause marketing campaigns aim to rally the nation in taking action to end the diabetes epidemic once and for all—by driving awareness, inspiring action, and raising critical funds to prevent and cure diabetes.

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A Black mom and daughter pushing a shopping cart in a supermarket aisle filled with refrigerated food.

The American Diabetes Association’s (ADA) retail fundraising and cause marketing campaigns support our mission to cure and prevent diabetes, and improve the lives of all impacted by this disease. These collaborations connect brands to a cause that resonates deeply with customers and employees alike.

A cause partnership with the ADA through our It Takes All of Us to End Diabetes and Better Choices for Life programs brings numerous benefits to your brand through meaningful engagement with customers and employees, and authentic promotion of your brand values.

Why Partner with the ADA

The ADA has been at the forefront of diabetes care and prevention for 85 years. Companies of all sizes, locales, and industries can expect a first-class partnership experience, powered by the reach, credibility, and expertise only the ADA can provide. 

Partnering with the ADA connects your brand to a trusted national movement, a mission-driven audience, and a story of measurable impact.

86%

of Americans say they're likely to purchase from purpose-driven companies

78%

of customers feel more positive about a retailer who offers them a chance to donate at the register

78%

of employees are more likely to want to work for a company when that company leads with purpose

Cause Marketing

It Takes All of Us to End Diabetes

It Takes All of Us to End Diabetes is ADA’s national cause-marketing campaign—a movement uniting brands, employees, and consumers in the fight to end diabetes.

Through partnerships with leading companies, this initiative activates across retail stores, e-commerce, and social channels to raise awareness and funds for prevention and wellness efforts.

Benefits for partners include:

  • Multi-channel visibility across ADA and brand platforms
  • Authentic alignment with a trusted national cause
  • Customer and employee engagement opportunities
ADA25 Retail Partent

Meet Our Retail and Brand Partners

GNC Logo Live Well
GNC
Retail and Brand Partner
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GNC Logo Live Well

GNC

Retail and Brand Partner

With its global focus on health and wellness, GNC’s Live Well Foundation teams up with the American Diabetes Association® each year to launch a national retail fundraising campaign. For six weeks, GNC customers participate by making donations at their local GNC store or online, with options to round up their purchase to the nearest dollar or select a donation amount of their choice. Our partnership aims to not only raise funds that directly support diabetes research, advocacy, and education, but to increase awareness about diabetes prevention and management.

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EoS FITNESS
EoS FITNESS
Retail and Brand Partner
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EoS FITNESS

EoS FITNESS

Retail and Brand Partner

Across 125 locations spanning six states, EōS Fitness is committed to making the communities they belong to stronger. They’re now in their second year of activating a companywide fundraising campaign for the American Diabetes Association® (ADA), giving their members the opportunity to support our cause through donations at checkout. EōS employees take their commitment a step further and participate as a team in our Step Out® Walk, engaging in virtual peer-to-peer fundraising in support of the ADA’s mission to prevent and cure diabetes and to improve the lives of all people affected by diabetes.   

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Avocados From Mexico ALWAYS GOOD
Avocados From Mexico
Retail and Brand Partner
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Avocados From Mexico ALWAYS GOOD

Avocados From Mexico

Retail and Brand Partner

Avocados From Mexico is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association, formed for advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico. In 2025, Avocados From Mexico became a national supporter of the ADA’s It Takes All of Us campaign. Across co-branded awareness campaigns and in-store promotions, we’re spotlighting the importance of eating nutrient-rich foods as a delicious way for people living with diabetes to stay healthy and strong. 

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Instacart logo
Instacart
Retail and Brand Partner
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Instacart logo

Instacart

Retail and Brand Partner

Instacart, the leading grocery technology company in North America, joined forces with the American Diabetes Association® (ADA) in 2025 to connect consumers, health plans, and health care professionals with the ADA’s evidence-based nutrition guidance. Together, we’re raising awareness of the critical role of food in healthy living. Through an ADA Inspiration Page on Instacart, consumers are able to integrate ADA resources and recipes into their online grocery shopping, making it easier for people living with diabetes or obesity to manage their health.

Additional Supporting Partners

Boost Logo

Hear from Others

The ADA is proud to work closely with our partners like GNC to build strong campaigns that add value to their brand and drive impact for their consumers and employees in the fight to end diabetes.

At GNC, our mission has always been to help our customers LIVE WELL, and we see a natural alignment with the ADA’s commitment to improving lives through better health. We’re proud to stand alongside the ADA in making a lasting impact on communities nationwide.
Michael Costello, CEO, GNC
Brand Licensing

Better Choices for Life

Better Choices for Life (BCFL) helps companies highlight products that meet the American Diabetes Association’s evidence-based nutrition and wellness standards. By displaying the trusted BCFL mark, brands show their commitment to helping consumers make informed, healthier decisions every day.

  • Differentiate your brand: Elevate products that meet ADA standards for nutrition and wellness.
  • Build consumer trust: Align with ADA’s mission and credibility to strengthen loyalty and brand reputation.
  • Drive retail visibility: Support point-of-purchase decisions with the BCFL mark, available for use on eligible products.
ADA's mark of better food choice

Companies participating in Better Choices for Life:

Hear from Others

The ADA proudly works with companies like Theraworx to enhance brand reputation but also create a significant, positive impact for consumers in the fight to end diabetes.

The BCFL Program has a strong reputation and trust within the community of people living with diabetes. Truly understanding the needs and concerns of this community is critical for our valued partnership. This program is a great way to reach and support people living with diabetes.
Theraworx®

Let's Connect

We’ll work with you to develop a partnership strategy that aligns with your business and philanthropic goals and engages your customers and employees, while driving change for the communities we serve.

Our retail fundraising and cause marketing campaigns aim to rally the nation in taking action to end the diabetes epidemic once and for all. It highlights the power of individual involvement and provides an opportunity to show a public commitment to this critical cause. Together, the ADA and our partners create powerful cause-marketing and retail fundraising campaigns that drive awareness, inspire action, and raise critical funds to prevent and cure diabetes. These collaborations connect your brand to a cause that resonates deeply with customers and employees alike.  

Retail Fundraising

Retail fundraising programs empower customers to make a difference every time they shop. Whether online or in-store, these campaigns build brand loyalty and community connection through simple acts of giving.

Cause Marketing

Cause marketing campaigns elevate your brand by aligning with ADA’s trusted mission and engaging audiences through shared purpose. These partnerships deliver authentic storytelling, cross-channel visibility, and measurable social impact.