New: Fundraising in Facebook News Feeds

facebook logoFacebookers tap “Home” and instantly see the News Feed, where friends and family are mixed in with marketers, who include fundraisers. Now, Facebook users will see posts from fundraisers that include “Donate Now,” allowing them to give straight from “Home.” That, and plenty of other upgrades had nonprofit marketers atwitter on Thursday.

“Today we’re testing ‘fundraisers’ — a new tool — and improving our ‘Donate’ button to allow people to donate to charities without leaving Facebook,” Naomi Gleit, VP of product management, writes on Wednesday in the Facebook Newsroom. She later adds, “Nonprofits can tell their campaign story, rally supporters, collect donations and visibly track progress toward a goal for year-end drives, themed campaigns and special projects … People will be able to donate in just a few taps and share their donations with friends. All shared posts will also include a ‘Donate’ button, making it easy for anyone who sees it to donate and join the fundraiser directly from News Feed.”

Supporters will see a one-page form to fill out for the nonprofit, while never leaving Facebook.

Facebook advises fundraisers:

  • Sign Up to Join the Testing Phase. The post includes a link to sign up with Facebook for “fundraisers.”
  • Include ‘Donate Now’ Buttons on Their Pages. This is for givers who visit the pages. Facebook started offering this tool in late 2013.
  • Include ‘Donate Now’ Buttons on Their Posts. Not only can supporters give straight from their News Feed streams, they can share the post — complete with the button.

“A source familiar with the matter told The Verge that Facebook aims to offer these features outside the US next year,” The Verge reports on Wednesday, “and noted that although the social network is not charging beta partners to test these tools, it will introduce fees for fundraisers in future — though only to cover its own costs.”

What do fundraisers think of this tool?

Please respond in the comments section below.

Heather Fletcher is senior content editor with Target Marketing.
Publish date: November 20, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT