Facebook makes changes for charities

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.

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  • Chloe Rickard

    This is good news, but what would really help is a subsidised ads programme for non profits along the lines of Google’s Grants scheme. Small charities just can’t compete with a newsfeed where paid content is king, and spending supporters’ money to bid against Sainsburys feels… well, wrong.

    • ChrisM

      So true Chloe, and it would help (I don’t know by how much) to improve Facebook’s PR if they were actively seen to be supporting charities by offering free or discounted ads.