SocialA City in Crisis
Detroit has faced serious challenges in recent decades. The population steadily declined, and the 2008 financial crisis accelerated the city’s struggles with unemployment and urban decay. Efforts like a new light rail system aimed to revitalize the city, but those plans were halted by budget cuts that also impacted existing transit services.
A New Kind of Bus Service
In 2012, entrepreneur Andy Didorosi founded The Detroit Bus Company (DBC) to address the city’s transit issues with creativity and community spirit. DBC launched a small fleet of biofuel-powered, vividly painted buses available for private events, historical tours, and nightlife adventures. More importantly, DBC launched the Youth Transit Alliance, offering free rides to after-school programs for students in underserved neighborhoods.
A Social Enterprise with Purpose
“We’re a social enterprise that provides free or low-cost rides to folks in the city of Detroit and we make that happen by offering bus rentals and great tours,” Andy explains. “It’s a little bit like TOMS, but with buses.”
Why Email Works for DBC
As the company grew, staying connected to its audience became critical. Andy, who manages all email marketing and social media himself, turned to Mailchimp. “Email is totally the underdog right now. Everybody is focusing on Facebook while email is this quiet little monster of marketing,” he says.
DBC uses email to share annual reports, conduct surveys, and launch fundraisers. Through Mailchimp Snap, Andy even sends spontaneous photo-based updates from around the city, sharing glimpses of Detroit’s past and present with supporters.
Connecting and Inspiring Through Email
Andy noticed that sending thoughtful email updates sparked meaningful replies from their community. “We’ve gotten a landslide of emails back from folks saying they think it’s a great idea. It’s a little bit of joy in their daily email check-up that makes all the difference,” he says.
Email Drives Real Impact
During a fundraising campaign to support the Youth Transit Alliance, email played a central role in rallying support. With just a week remaining, they had $2,203 left to raise—a challenge that only a direct line to over 5,000 supporters could meet efficiently.
“There’s no other way we can touch 5,000-plus people in an instant than with our email newsletter,” Andy says. “We’re careful not to hit people too much, but since we’ve curated a great list of folks we have a high participation rate.”
Delivering Joy, One Email at a Time
The Detroit Bus Company’s mission is about more than transportation—it’s about connection, joy, and meaningful community change. Through consistent and thoughtful email communication, they’ve built not just a list, but a loyal and inspired community.
