The Bottom Line //
Facebook’s Donate button, previously reserved for ads on the site, will now appear on nonprofits’ Pages and posts, allowing users to contribute directly from their News Feeds.
Executive Summary //
- The new fundraiser pages allow nonprofits to describe a particular campaign and collect donations directly from users.
- It will also showcase a progress bar toward its goal.
- Any fundraiser shared by a user in a post will display the new Donate button as well, allowing users to contribute through the post itself.
- Donate buttons on the nonprofits’ main Pages will remain static, right below their cover photos, providing a constant place to collect contributions even as they update their Pages’ content.
- It also allows users to choose whether to provide their emails — an important aspect for a nonprofit hoping to increase its donor base.
- Interested organizations can find out more at donations.fb.com; right now
- Facebook is focusing on U.S.-based 501(c)3 organizations, but plans to expand internationally next year.
- Facebook is not currently charging its partners for using the products, but it will eventually implement a fee that covers operating costs at some point in 2016.
