Facebook unveiled a “Donate Now” button today to make it much easier for non-profits to take contributions. A nice side effect for its business? The button will collect credit card numbers and other billing info for Facebook that could aid its ecommerce and gaming initiatives.
19 non-profit launch partners will start displaying the Donate Now button at the tops of their Facebook Pages and bottom of their News Feed posts. These include DonorsChoose.org (a personal favorite), Boys And Girls Club Of America, World Wildlife Fund, UNICEF, Red Cross, and Kiva. After some more testing, Facebook will open the feature to additional non-profits, who can sign up for access here.
Thanks to the Donate Now button, instead of forcing users off Facebook and away from their friends, these organizations can now accept donations in a pop-up window right on Facebook. Users can choose how much they want to give and either enter payment details or use ones already stored with Facebook. The pop-up could boost conversion rates and get more funds to needy projects.
The Donate Now button also gives people an easy way to share the call for donations with friends, helping philanthropy go viral. Facebook is not charging a fee to process credit card donations and is instead paying that fee itself so 100% of donations go to the non-profits.
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