The social network will allow any non-profits to add the button to their profile page.
Will they like it? Facebook has added the option of having a “Donate Now” button to non-profit’s profile pages.
Facebook had flirted with the idea before in 2013, rolling out in-page features that allowed users to donate to select partner charities such as UNICEF and the Red Cross. However, as Mashable reports, the social network now allows all non-profits to add a Donate-Now button.
Unlike the previous rendition, clicking the button will direct the user to a site outside of Facebook where they will be able to enter their payment information and donate. It is unclear why the new action requires exiting Facebook but it is perhaps a two-fold purpose: first to reassure users who may not want their payment info stored inside Facebook and second to distance Facebook from any non-profits that run into legal trouble.
In any case, now any non-profit with a Facebook profile will have access to over a billion users and potential donors.
A Facebook spokesman talked to Mashable and said, “Every day, people use Facebook to raise awareness and support for causes they care about and to motivate others to do the same. We’re inspired by how much good comes from these connections, so we’ve added a ‘Donate Now’ call-to-action on Pages and link ads to make those connections easier than ever.”
No non-profits have formally commented on the new addition.