The process seems effortless and streamlined. Charities approach him, asking to come onboard. Why wouldn't they, it's at no cost to them? He designs a label for them, gives them a write up on a page on his website and the rest unfurls organically. The charity promotes the opportunity to their supporters, people drink a Goodwill Wine at a dinner, journalists write about his great concept, all of which result in wine orders. David prints off required labels, sticks them onto the bottles and ships the order out the following day.
Last year he sold 1300 cases of wine, an amount most vineyards would be proud to boast. Where the vineyards' margins are large however, Goodwill Wine is giving 74% of its profit to charity.