In 2013, Facebook rolled out a ‘donate’ button for partnered nonprofits. Twenty months after their pilot, the social network has rolled out the feature to all nonprofits and charities, according to Megan O’Neil’s piece for the Chronicle of Philanthropy, ‘Facebook’s New Donate Button Helps Charities Build Donor Lists‘.
In the original pilot, the nonprofits and charities were not able to access donor information like names or email addresses as payment information was entered directly onsite. Now the feature drives users to a third-party site, allowing charities and nonprofits to collect this information. This will enable organisations to build better donor relationships, although, as nonprofit innovator and Markets for Good contributor Beth Kanter points out, this may confuse some users.
It will be interesting to see over the next few iterations how successful the feature is – so far, it has managed to raise over $15 million for the Nepal earthquake appeal, but according to a study by fundraising software company Blackbaud, social media currently only accounts for 1% of all online fundraising.
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