Facebook Revamps Nonprofit Fundraising Tools

Facebook is stepping up its abilities to facilitate charitable actions.

The social networking platform announced in a blog post yesterday (Nov. 18) that it has begun testing an all-new Fundraisers tool, as well as improving its Donate button so that those who make a donation to a charity can complete that transaction without having to leave Facebook.

“We hope these features help nonprofits reach new supporters, engage their community and get the valuable funding they need to continue their good work,” wrote Naomi Gleit, Facebook’s VP of product management, in the post.

The new Fundraisers tool is described as a dedicated place to raise funds from a nonprofit’s Page for a specific campaign.

“Nonprofits can tell their campaign story, rally supporters, collect donations and visibly track progress toward a goal for year-end drives, themed campaigns and special projects such as building a clean water well or funding a clothing drive,” writes Gleit.

She continued: “People will be able to donate in just a few taps and share their donations with friends. All shared posts will also include a Donate button, making it easy for anyone who sees it to donate and join the fundraiser directly from News Feed.”

The Donate button has been improved, according to the post, to help nonprofits increase donations by making it available on Pages and posts.

“Adding a Donate button to a Page will give a nonprofit a consistent place to collect donations, even as they update their Page’s content,” writes Gleit. “Including a Donate button on a post will give people an easy way to donate directly from News Feed.”

Facebook shares that it is currently testing both the Fundraisers tool and the revamped Donate button with 37 partner organizations, including Mercy Corps, National Multiple Sclerosis Society and World Wildlife Fund, and states that it is “committed to expanding these tools to as many organizations as possible in the future.”


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