Facebook now makes it easier for users to send donations to causes that they care most about through the launching of the social network company's "Donate Now" button.
"Donate Now," which shall cater solely to non-profit organizations, is aimed at helping the latter to connect with people and encourage such to send in their contribution through the site of their choice.
"Every day, people use Facebook to raise awareness and support for causes they care about and to motivate others to do the same," said a spokesperson for Facebook. "We're inspired by how much good comes from these connections, so we've added "Donate Now" calls-to-action on pages and link ads to make those connections easier than ever."
Facebook is aware on just how much its users are seriously supportive of their favorite causes and cited its move in April following the devastating Nepal earthquake and how donations during that time had become successful. In just a matter of three days after launching the move, a total of $10 million was earned.
The "Donate Now" button sits right next to the "Like" button on an organization's page. When the user clicks on the button, he will see a notification which informs him that the non-profit is not affiliated with or even endorsed by Facebook. Afterwards, he is then taken to the organization's official site where they can accomplish the sending of their donation.
Some of the organizations that are now using the button include the American Cancer Society and the ALS Association.
The feature was first rolled out in 2013 but only to a few select non-profit partners. These include DonorsChoose.org, Red Cross and UNICEF. Facebook is now expanding its access and has even added some new integration features such as allowing users to enter their credit card details directly on Facebook.
Unlike in the previous launch when users are prompted to send their donation to a donation screen inside Facebook, the new feature redirects users to sites that are outside the social network. While it is unclear why Facebook has made such change, there is a speculation that users may have an issue with revealing their credit card or PayPal account details to the social network.
Apart from the intention of helping non-profit organizations, Facebook also believes that the new "Donate Now" button will allow them to convince marketers and ad agencies that the company's pages can drive conversions.
With this new feature, non-profit organizations now have easier access to the site's one billion and a half potential donors.