Insights
2 min Read
December 17, 2013

Maybe you can raise money on Facebook after all…

My Facebook and Twitter feeds were abuzz yesterday with news that Facebook is adding a “Donate Now” feature to nonprofits’ Pages and News Feed posts (thanks John Haydon!).  There are 19 nonprofit partners who are part of initial release, and any 501(c)(3) organization can apply by submitting a simple interest form through Facebook now. 

This move by Facebook builds on its Gifts program from last year, which never really seemed to take off beyond the initial nonprofit partners, and its more recent push to encourage Facebook users to support the Red Cross’ Typhoon Haiyan relief efforts. When studies like the Nonprofit Social Networking Benchmark Report find that the majority of nonprofits have raised less than $10,000 through social media, this news seems like it could make a big difference.

What’s great about this news is that 100% of the funds donated will go to the nonprofit and giving will show up where many of your supporters are spending their time. But (and there’s always a but!) the news isn’t all good. Here are some concerns:

My fellow nonprofiteers seem to range from skeptical to intrigued by the “Donate Now” addition to Facebook. Others wish Facebook would provide an advertising grants program, similar to Google (you can sign a petition to support that here). If you are on the fence, you can also explore creating a donation page within Facebook that connects to your CRM or database and even offers a link to your website, following this great example by The Humane Society of the United States.

What do you think? Will you jump in, express interest, and experiment OR will you hold off and see how it evolves or if the limitations change? Share your thoughts in the comments.

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