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Special Project

Special Project
From the 11th Annual Shorty Awards

Round Up & Donate: Lyft Mobilizes Unprecedented Support for Human Rights Campaign

Finalist in Mobile Campaign


The Human Rights Campaign represents more than 3 million members and supporters nationwide. As the largest national LGBTQ civil rights organization, HRC envisions a world where LGBTQ people are ensured of their basic equal rights, and can be open, honest and safe at home, at work and in every community.

In 2018, Lyft included the Human Rights Campaign in their Round Up & Donate campaign to give riders the chance to join in supporting our communities through awareness and fundraising. Riders can go on the Lyft mobile app to opt into to the charity of their choice and round up their ride fares to the nearest dollar, donating the difference to the selected charity.

The heart of of our work is to unite communities and allow everyone to bring their full-selves to every interaction; whether that be by physically moving them there, or removing the barriers that prevent their ability to show up. The mobile app does just that.

On average, Round Up & Donate could add just a few dollars per month for Lyft's riders but when we all sit together, our collective action can make a big difference.

Strategy and Execution

In 2018, HRC wanted to maximize this partnership more than ever before and created a strategic plan to encourage our followers, members and supporters to download the mobile app and opt in to Round Up & Donate.

Using the Round Up & Donate feature is easy. Riders can opt in to Round Up & Donate through the 'Donate' button in the 'Menu' (look for the heart) on the mobile app. Once you turn it on and choose your cause, it will automatically round up each ride payment.

HRC worked with Lyft to prioritize our partnership during a peak season for the LGBTQ community: Pride month. As thousands of LGBTQ people and allies across the U.S. set out for Pride, we knew they would likely be using a ridesharing service. HRC worked to ensure the LGBTQ community knew to download Lyft's app and opt in to Round Up & Donate.

HRC laid the groundwork for the Pride month campaign by using Lyft to mobilize staff, volunteers and community members to various events, political activities, and pride events, like Dallas, across the country. We worked to generate brand loyalty and awareness for Lyft's commitments to HRC's mission and the LGBTQ community at large. This group was then able to become spokespeople and advocates for the campaign when they were representing HRC on the ground.

The Round Up & Donate program was then featured by both Lyft and HRC through mutual promotions online and in print to reach maximum exposure. For example, HRC features Lyft in the welcome email sent to all new members when they sign-up for HRC membership and features Round Up & Donate in HRC's Equality magazine and on HRC's blog.

We then furthered our promotion to call-outs on invitations and from the stage at several HRC events, including galas and dinners, and also handed out palm cards at Prides and conferences throughout the country.


The Round Up & Donate program is an easy and simple mobile feature that only takes a few seconds and only collects a few cents at time. Yet in 2018, using the Lyft app, Lyft riders made more than 2.8 million donations to the Human Rights Campaign totaling over $1.5 million dollars.

In addition, Lyft generously provided hundreds of ride codes to HRC that have both offset transportation expenses for the organization and ensured brand security by mobilizing HRC staff, volunteers and community members.

To further their commitment, Lyft also signed onto a letter responding to the Trump-Pence administration's efforts to erase transgender non-discrimination protections through reinterpretation of existing law.

The Lyft passenger community has provided vital support for HRC's efforts to build welcoming schools for LGBTQ students, train the next generation of activists working to end the HIV and AIDS epidemic, and pass pro-equality legislation at the local, state and federal level.

Through this user friendly mobile program, Lyft is helping change more hearts and minds and expand HRC's work unlike ever before.


Entrant Company / Organization Name

Human Rights Campaign and Lyft