Facebook Messenger will now let users chat with a nonprofit and make a donation on the spot.
Charity:water, a nonprofit that builds sustainable water projects worldwide, is the first charity to start collecting funds on Facebook Messenger. The goal of the new feature is to closely resemble the donation experience a supporter would have on an organizationβs website, according to Fast Company.
βAs an organization with a very young and tech-savvy supporter base, itβs important that we continuously adapt to reach them as they adopt new technologies and social platforms,β charity: water CTO Matthew Eckstein told Fast Company. βWe believe in moving early, testing, learning, and iterating our way forward.β
The new feature was developed by Assist, a company that helps businesses with messaging experiences, and the payments are processed by Stripe, which develops payment programs for websites and mobile apps, according to a post on Medium announcing the new feature.
Considering that more than 1 billion people are using Facebook Messenger these days, itβs definitely an opportune moment for charities to capitalize on the tool.
Facebook has been increasingly improving how users and nonprofits collect funds on the social network.
Just last month, for example, Facebook launched a new tool that allows users to make personal fundraising pages that support their nonprofit of choice.
βGiving is really personal,β Naomi Gleit, Facebookβs vice president of product management for social good, told USA Today βItβs one thing for American Red Cross to raise money for [itself]. Itβs another for a friend to raise money on behalf of American Red Cross. We tend to give to people that we care about.β