I like the idea of advertising on coffee cups in general, and I think the coffee house crowd is a good target demographic for charities. I'm curious, however, why you chose to operate as a non-profit catering to a niche charity market rather than operate as a for profit that caters to everyone.

As a for-profit, I would think you could have a greater impact with an expanded customer base (= greater awareness) and could subsidize your charitable endeavor with the for profit business. You could perhaps even organize it as an L3C (http://en.wikipedia.org/wiki/L3C).

I'm not trolling. I'm genuinely curious.