In recent years charities and other cause based organisations have used the act and cost of buying a cup of coffee as a metric for change. Donate your cup of coffee to <insert charity here>. For the amount you spend on a coffee each morning you could <insert outcome for person here>. It’s a nice hook, people can relate to it. It’s a moderately simple sacrifice for a better good. However it has also become so overused as a marketing hook that the effect can be lost.