The social networking site has tinkered once again with its donation feature to make it more user-friendly and accessible to nonprofits.
The updated tool, dubbed Fundraisers, allows users to give to causes without being redirected to a nonprofit’s external website. Charities can also now embed the button within a page, or a specific post, so they can draw supporters to specific timely issues and events, Facebook announced Thursday.
Facebook first introduced the Donate button back in 2013 when it experimented with the feature after Typhoon Haiyan hit the Philippines. It then tested out the button with 19 nonprofits.
Though users demonstrated again how eager they were to donate within the site after the 7.8-magnitude earthquake in Nepal, the company still hesitated before giving every charity the chance to fundraise within Facebook.
Back in August, Facebook announced that every charity could post a Donate button to its page. But those additions were mostly just a call to action, since they redirected users to the charity’s website, instead of collecting funds on-the-spot.
Now, however, the new fundraisers tool could be a major game-changer for any nonprofit with a presence on Facebook. They can capitalize on breaking news events, trending stories and awareness campaigns.
“Nonprofits can tell their campaign story,” Facebook said, “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.”
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