Many beverage and fast-food marketers also engage in “community marketing,” in an effort to build relationships within the communities where they do business by giving something back to the community. McDonald’s, for example, has worked with A Better Chance Foundation to offer college preparatory school scholarships to black students in underprivileged areas. It has also developed the Black History Makers of the Future program, which highlights 30African-American children whom McDonald's feels will be among the leaders of tomorrow
