Facebook launched a new fundraising tool, aimed for the moment at non-profit organization looking to increase their donor base.
Revamping the Donate button has much to do with the new fundraising tool. With its own page, similar to what Event pages have to offer in terms of format, the new fundraising tool has the means for non-profit organizations to create a story, relate it to the world beyond the confinements of their own websites and Facebook pages and enlarge their donor base. Collecting donations for a vast array of causes is of course the main purpose.
Since December 2013, Facebook has put up a Donate button. However, with restricted visibility and functioning specifically on pages, it hasn’t been too successful. Now, it the Donate button will be visible on all posts of the pages opting for the new fundraising tool. According to Vice President of Product Management with Facebook, the revamped Donate button should increase the number of spontaneous donations made by users simply because they identify with a cause and are reminded of it constantly.
Facebook launched a new fundraising tool with the beta running in partnership with 37 non-profit organization. Among them, an all time favorite and darling of the public World Wildlife Fund or the National Sclerosis Society are a few examples.
It is unclear whether this new fundraising tool could turn into a platform hosting for-profit companies, with many voicing their opinion that it could turn it into a powerful rival for Kickstarter. Currently, the new fundraising tool and the Donate button are meant specifically for non-profit organization. While collecting donations, a progress bar will feature on the page to showcase the involvement of users in a given cause. The Donate button will be a constant presence on the organizations’ pages, located under the cover photos.
The new fundraising tool comes only a couple of months after Facebook announced the kick-off of the the Social Good team. Aimed at building specific tools to increase capacity for social campaigns worldwide, the Social Good team is still in its infancy but shows great promise.
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