Facebook has now made it easier for non-profit organizations to get donations from their followers, and for people to donate to a cause, on the social media network. The “Donate Now" button, as it is called, can be placed by the organization on their main Facebook page, or be integrated it in adverts that show up in the timelines of users.

“We are excited to introduce a new ‘Donate Now’ call-to-action option on both link ads and Pages. 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," Facebook said in a post introducing the Donate Now button. (Read here)

This button is specifically meant for Facebook pages which have been labelled as “non-profit". The page’s category needs to be set to “Non-Profit Organization" to enable the “Donate Now" button. Incidentally, this is still being rolled out, so not all non-profit organizations may see this immediately. This will be rolled out for all non-profit organizations who have pages on Facebook, globally, including The ALS Association, PETA (People for the Ethical Treatment of Animals), Livestrong, American Red Cross and the American Cancer Society.

Each organization will have the option of either redirecting users who click on this button to their websites to carry out the transaction, or use Facebook’s own payment system.

Non-profits can also select which users to display the Donate Now button to. For example, at the time of writing this report, the button was visible on the American Red Cross page to users in the US, but not visible in India. Proximity and attachment to the cause are also factors that come into the picture.

This isn’t the first time Facebook is adding a button that is known as call-to-action. Back in December 2014, it had added similar features for pages of shopping websites and services—book now, shop now and contact us were some of the options added at that time.

Facebook played a major role in getting donations for the rescue and relief operations after the Nepal earthquakes back in April. It added a banner message on users’ news feeds requesting them to donate by clicking on the Donate Now button there itself, and that was the first time ever we had seen that sort of action on Facebook. The social network later reported that they raised $17 million in total. (Read here)

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