This week Facebook announced
the roll out of a new feature called Donate, allowing users to
contribute directly to nonprofits through Facebook. 19 nonprofit partners will
be the first to display the Donate Now button at the top of their Facebook
Pages and bottom of their News Feed posts.
DonorsChoose.org, Boys and
Girls Club of America, World Wildlife Fund, UNICEF, the Red Cross, Water.org
and several other nonprofits are among the first who'll get to try out the new
Donate button. Only a handful of organizations were chosen, but Facebook plans
to open the feature to additional nonprofits who apply on their website.
This will greatly help
nonprofits who were once forced to send donors away from Facebook and their
friends. Facebook conveniently added a popup donate button at the top of the
user's page which is expected to dramatically increase conversion rates meaning
more funds for causes.
Nonprofits will also benefit
through Facebook's viral reach when donators share the call for donations with
friends. "…With a community of over one billion people on Facebook, every
local cause can become a global one — and every
global cause can become a personal movement," said Facebook in their recent press
Not only will nonprofits have
a chance to go viral, but Facebook has promised to cover all credit card
processing fees, ensuring that charities receive 100% of the donation. Seems
like Facebook is genuinely doing the right thing and is determined to help the
causes of these nonprofits. Who would have thought corporations aren't all pure
The Security Question
The only downside to this
great new addition is that Facebook will now store your credit card
information. A scary thought in this day and age when security breaches and leaks are constantly in the
headlines. One workaround is to make sure to remove your credit card
information under your payment account settings.
While the donate button is a
fantastic addition to any nonprofit's cause, it also indirectly helps Facebook
business by storing credit card information in their autofill system, making
all purchases much easier. Facebook is itching to catchup with ecommerce giants
like Amazon and app store owners like Google and iTunes. With the new Donate
Button rollout, it finally gives them an additional edge that Facebook
Gifts and in-game
purchases never could.
Pure evil? Definitely not, but
don't hold your breath for future Facebook announcements making it even easier
for advertisers to get into your wallet.
By: Katie Knoll