As of recently, Facebook promotes charity donations by implementing the “Donate Now” button, as an initiative of Facebook for Business. This button now appears expressly on a Facebook Brands Page, or within advertisements on the social platform.
The Facebook for Business page said in an official post that they introduced the “Donate Now” option on specific pages and link adds as well. This feature is aimed at nonprofit organizations to connect with people who care about their causes. People who are interested in this aspect can now offer a contribution via websites of their choice.
“Donate Now” is yet another call-to-action button, a concept which Facebook introduced last December. The call-to-action buttons’ goal is to link their community users’ possibilities of taking further action beyond simply Liking these specific Brand Pages.
Moreover, this means that Facebook wanted to create a more accurate way for its community to interact with businesses through them. This feature was beneficial for Brand Pages to promote their business’s goals.
Page administrators are able to add to their Pages several variants of call-to-action buttons, including “Sign Up” and “Shop Now.” So, at the present time, the call-to-action buttons have been extrapolated to the “Donate Now” option. These buttons appear at the top of the page, after the “Like” button.
Furthermore, previously this year, in April, Facebook had ignited a campaign that was aimed at gathering donations for the Nepal earthquake survivors and those in need of financial help. As a resolution back then, Facebook stated that its users raised approximately $17 million for rescue efforts.
Facebook had also introduced in 2013 a “Donate” button, available for other non-profit organizations, including UNICEF and Red Cross.
For instance, the “Donate Now” button is present in the non-profit organization “ALS Association Page” and it sends the one that clicks it to the company’s official site, in the donations section.
In could be pointed out that this addition is a beneficial one to companies who were actually in need of it, in order to further organize and promote their charity-related donation initiatives. However, Facebook places a specific disclaimer, in stating that the donations are not directly correlated with them.
A Facebook spokesperson said that they considered inspirational the fact that their community uses
“Facebook to raise awareness and support for causes they care about,”
and that is precisely the reason why they implemented the “Donate Now” button.
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