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We’ve seen a wide range of “buy one, donate one” initiatives over the years, but recently we came upon one we hadn’t spotted before. Namely, the Detroit Bus Company is now gearing up to launch WeRide, a program where for each seat purchased, another ride will be provided to a Detroit citizen in need. The Detroit Bus Company aims to “bring a sense of pride back to the weekday warrior,” in the company’s own words. “We’ll welcome our riders each morning with coffee and donuts. We’ll pick them up at their homes and drop them off at the end of a long workday. No more standing out in the cold.” When the WeRide program launches, every seat purchased on a regular route, tour or private rental with the company will result in a donation of a ride to someone who is less able to afford one. Patrons of the Detroit Bus Company’s biodiesel-powered bus service can already notify the company if they know someone who has trouble paying for their transportation; alternatively, those in need can also email the company themselves. Either way, Detroit Bus will feed all requests into its route planning software and let applicants know if it can help with free rides once the service is launched. The company explains: “While we can’t give every Detroiter a job, we can be sure to get them to every interview and shift thereafter on time.” All-you-can-ride day passes with Detroit Bus cost USD 5. Is there any more direct way to demonstrate corporate generosity than a buy one, donate one initiative? If so, we’re hard-pressed to think of it. Time to start showing your company’s generous side? Spotted by: Matthew Smith