Facebook has announced a new “donate button” as an available call-to-action for all non-profits pages and linked advertisements.These buttons can now appear right on a Facebook Brand Page, or directly within an advertisement on the site.
“Now, it’s easier than ever for nonprofits to connect with people who care about their causes and encourage them to contribute through the website of their choice”, reports Facebook.
The company had earlier announced a ‘Donate button in 2013 with specific partners like the American Cancer Society and The Red Cross, and integrated it seamlessly into non-profit pages and the donation took place internally with credit card info that could be stored on the site.
However, now with the new ‘Donate Now’ button, Facebook is opening up the feature to groups that they are not specifically partnered with, allowing users to make donations to the charities of their choice.
Once a user clicks the ‘Donate Now’ button on a non-profit page, it will first alert if the organization is endorsed or affiliated with Facebook or not and then redirect to the page’s external site where the donation can be made.
This new addition is a boon for charities that are looking to use engagement to drum up donations and capitalize on viral moments, as the ALS Association did last year.
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