STATES CHRONICLE – Feeling generous? You can now donate money to nonprofit causes from Facebook News Feed with a new fundraising tool. Given how keen the social platform is to absorb the entirety of the Internet, branching out in fundraising doesn’t seem so far-fetched.
At the same time, Facebook doesn’t mind being associated with good causes, which led to the launch of a new, experimental fundraiser tool for charities. Starting today, nonprofits will be able to initiate fundraisers directly on their Pages, sharing with users how many people have donated, what’s the financial target, and suggesting possible donations.
Facebook’s Donate button will also be improved, as it will now be accessible in individual posts as well as Pages. It doesn’t get easier than this: all users have to do if they want to contribute money to a post they saw on their News Feed is to fill out a single-page form with their card information.
People who donate will be able to share their donations with friends; these posts, says Facebook, will also include a Donate button, so anyone who sees it can contribute, as well. According to the press release, charities can use the fundraiser tool in various ways, such as to “collect donations, visibly track progress toward a goal for year-end drives, [create] themed campaigns, and special projects.”
The new tool has already been used by three charities – the World Wildlife Fund, Mercy Corps, and the National MS Society – and Facebook’s plan is to partner with 37 more organizations for this experimental phase. So far, the fundraising tool is available only inside the U.S., but Facebook hopes to launch it worldwide next year.
Even though the tech giant’s desire to help charitable causes seems genuine, its fundraising actions must still be thoroughly analyzed. The Donate button was first introduced in late 2013, causing some suspicion.
Given that Facebook is an incredibly powerful, multinational company that keeps branching out, some critics argued the button could be used as collector of credit card information, should Facebook push into e-commerce in the future.
However, we must admit the new fundraising tool is a lot more transparent and straightforward by comparison, but it’ll be interesting to track how nonprofit companies – or anyone else – will use it. Users are urged to employ their judgement when it comes to donating to tax-exempt nonprofits.
Image Source: Just Giving