The world’s largest social network is testing Fundraisers – a new tool – and started making improvements to its Donate button, trying to improve the process for people who want to donate to charities without leaving Facebook.
Facebook’s VP of Product Management Naomi Gleit, says she hopes the features “help non-profits reach new supporters, engage their community and get the valuable funding they need to continue their good work”.
The social media platform first tested different ways for nonprofits to fundraise on its site in 2013 and has been tweaking the process to improve it, ever since.
A new place to fundraise
Fundraisers are a dedicated place to raise funds from a charity’s page for a specific campaign.
Charities can tell their campaign story, 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.
People will be able to donate in just a few taps and share their donations with friends. All shared posts will also include a Donate button, making it easy for anyone who sees it to donate and join the fundraiser directly from News Feed.
A Donate button for Pages and posts
To help charities increase donations, Facebook is also improving its Donate button and making it available on Pages and posts.
Adding a Donate button to a page will give a organisations a consistent place to collect donations, even as they update their page’s content.
Including a Donate button on a post will give people an easy way to donate directly from the news feed.
eBay has proved to be one of the more effective ways to engage donors online and raise funds. While a lot of the money raised comes from the sale of goods, successful charities have also managed to establish a donor base that allows them to raise ongoing funds.
For charities that operate widely, one of the biggest challenges is maintaining a consistent brand identity and producing marketing material quickly, all without breaking the bank
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