Lyft announced Sunday morning that its passengers would soon be able to round up their fares and donate the differences to charity.
The program, called "Round Up & Donate," would begin in a few weeks. The program would begin with one charity, then add more over time in different communities, vice president of marketing Melissa Waters told USA Today. She did not specify what the first charity would be.
Users would opt in to using Round Up & Donate if they chose to participate.
It's what Lyft was founded on. That taking a seat can make a difference.
This announcement comes on the heels of Lyft's chief rival, Uber, grappling with months of negative press, including accusations of sexism, the #DeleteUber hashtag and a recent self-driving car crash. Lyft announced last week that it gave more than $200 million in tips to drivers since it began. Uber does not allow tips to drivers, despite driver's requests.
Lyft is still a far smaller company than Uber. Lyft is worth $7 billion, while Uber is worth ten times that.
Ryan Price, executive director of the Independent Drivers Guild, said that Lyft's move didn't mean it was the "good guy" in this scenario.
"Lyft recently cut driver pay in a race to the bottom with Uber," Price said.
Uber's share of its market declined from 83.5 percent to 79 percent after the #DeleteUber campaign took hold, former employee Susan J. Fowler wrote.
But the donation feature isn't unique. RideAustin, a local competitor, offered it at SXSW.