The New Facebook ‘Donate’ Button – What You Need To Know

On December 15th, Facebook announced a new feature: the “Donate Now” button, which allows donors to contribute directly to a nonprofit without ever leaving Facebook.com.

The button will be visible on posts  from the nonprofit in a user’s News Feed, as well as at the top of the nonprofit’s Facebook page. Users can pay via a debit or credit card, or a PayPal account.

Currently, this feature is only available to 18 or so nonprofit partners, although Facebook expects to roll it out globally sometime in the near future. Nonprofits who are interested in using the “Donate Now” button can fill out an interest form here.

Facebook Donate Now

Game Changer?

Nonprofits with a strong Facebook presence will be able to quickly take advantage of this new feature, especially if they were already soliciting donations via a third-party app. Those who haven’t put Facebook near or at at the top of their outreach efforts may struggle to generate a lot of donations through this new feature, in light of recent data showing that Facebook brand pages have suffered a 44% decline in reach since December 1st, 2013. Promoted posts and other paid ads on Facebook may be the only way to get your “Donate Now” button seen widely.

We’ll be keeping a close eye on this feature as it becomes available to all nonprofits.

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Steven Shattuck

Steven Shattuck

Chief Engagement Officer at Bloomerang
Steven Shattuck is Chief Engagement Officer at Bloomerang. A prolific writer and speaker, Steven is a contributor to "Fundraising Principles and Practice: Second Edition" and volunteers his time on the Project Work Group of the Fundraising Effectiveness Project, is an AFP Center for Fundraising Innovation (CFI) committee member, and sits on the faculty of the Institute for Charitable Giving. He is the author of Robots Make Bad Fundraisers - How Nonprofits Can Maintain the Heart in the Digital Age, published by Bold and Bright Media.
Steven Shattuck
By |2017-06-10T19:48:03-04:00December 18th, 2013|Social Media|

2 Comments

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