Lyft to match riders' Apple Pay charity donations during month of August

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Ridesharing service Lyft has announced that throughtout August, it will match donations made by riders using Apple Pay as a part of its "Round Up and Donate" program.

People signed up for the program will see their ride charges rounded up to the nearest dollar, with the difference going to one of several charities. Lyft claims that since the intiative launched in May, over 100,000 people have signed on, raising north of $315,000.

Previously eligible charities included Human Rights Campaign, the American Civil Liberties Union, and USO. As of this week, new options include Girls Who Code, Habitat for Humanity, and the World Wildlife Fund.

Riders can sign up through Lyft's website, or else through its iPhone app. The latter runs on iOS 8 or later.

A number of companies — often Apple itself — have run promtions to encourage use of Apple Pay. Beyond Apple the main incentive is likely security, since the platform's tokenization system makes it far harder to intercept data and commit fraud.