Facebook has rolled out a new feature today called Donate that lets people contribute directly to nonprofits through its social network.The Donate feature will appear beside Posts in News Feed shared by participating nonprofits and at the top of their Facebook Pages. When people click “Donate Now” they can choose the amount, enter their payment information, and immediately donate to that cause. They also have the option to share the nonprofit’s post with their friends.
In times of disaster or crisis, people turn to Facebook to check on loved ones, get updates, and to learn how they can help. In November 2013, in the wake of Typhoon Haiyan, Facebook partnered with the International Federation of Red Cross to let people donate directly to the Red Cross’s relief efforts in the Philippines. After seeing the generosity of people around the world toward this effort, the social network has been inspired to help everyone donate, at any time, to the organizations they care about most.
Donate also gives nonprofits an easier way to reach out and ask for help, both to support their everyday mission and in the wake of major disasters. And, with a community of over one billion people on Facebook, every local cause can become a global one and every global cause can become a personal movement. The feature is under development and on this stage it’s only available in US and to a limited number of nonprofits, while others soon will be added to the list. Any nonprofit group that is interested in tapping into this new feature on Facebook can fill out the Donate interest form in the Facebook Help Center.
Nonprofits taking part include Donors Choose, the LIVESTRONG Foundation,Water.org, Malaria No More, World Wildlife Fund, Boys & Girls Clubs of America, St. Jude Children’s Research Hospital, Kiva, UNICEF, and the United Nations World Food Programme.