Uber and Lyft are Teaming With MADD for New Year's Eve
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|Uber doesn't plan to get even with customers who complain about their surge pricing on New Year's Eve. But it is getting MADD. Both Uber and its rival Lyft are partnering with Mothers Against Drunk Driving for New Year's Eve, a move that could arguably be viewed as advancing a more positive counter-narrative to compete with what will likely be the primary discussion around the services that night: surge pricing. Yet the programs, which offer $1-per-ride donation to MADD at night on New Year's Eve, leave something to be desired. Lyft's program, for instance, caps out at $10,000. Uber's has no stated limit, but riders have to remember to text "MADDYE" to activate the donation, a detail that many revelers may overlook. MADD received just over $12 million in donations in 2013. Though the potential payout is small, it fits with MADD's mission to prevent drunk driving deaths. Reps from the organization could not be reached for further comment.
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