Facebook, the largest social network just made making your donation to Non-Profit organisations more easier.
Two days earlier, Facebook announced that it’s opening up its donate button as an available call-to-action for all nonprofits’ pages and linked advertisements. Facebook rolled out a “Donate” button in late 2013 with specific partners like the American Cancer Society and The Red Cross. In 2013 for nonprofit partners, the button was seamlessly integrated into pages and the donation took place internally with credit card info that could be stored on the site.
Facebook Donate Now for NGO’s:
As of now it appears that Facebook looks to open the donate button up to groups that they are not specifically partnered with, they are making the process a little bit more cumbersome. This is apparently an effort by Facebook to further themselves from donations being given to potentially unpopular non-profit causes.
Now, when you click the “Donate Now” button on a non-profit organisation fan page you are first alerted that the organization is “Not endorsed by or affiliated with Facebook” and then are redirected to the page’s external site where you can complete the donation.
At present the social network site doesn’t provide any embedded payment process for non-partners. The button is simply a call-to-action link, which is valuable to these organizations advertisements. In reality though, it pretty much just adds a click to the process of making the donation, as it redirects to a pop-up that Facebook doesn’t endorse the cause at all warning, before unexpectedly taking you away to a new browser window.
This feature is definitely a valuable tool for nonprofits, in pushing users to external sites. The latest move comes in the face of recent Facebook efforts to make an organization’s Facebook page one stop location for all organization related queries.