Facebook announced on Tuesday that it’s opening up its donate button for the pages of all non-profit organisations and linked advertisements.
The social media giant had rolled out a “Donate” button in late 2013 that was limited to specific partners such as the American Cancer Society and The Red Cross. For these nonprofits, the button was seamlessly integrated into pages and donations took place internally with credit card information that could be stored on the site.
Now, when users click the “Donate Now” button on a non-profit’s page they are first alerted that the organization is “Not endorsed by or affiliated with Facebook” and then are redirected to the non-profit’s external site where they can complete the donation. This is probably an effort for the company to further themselves from donations being given to potentially unpopular non-profit causes.
"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 ‘Donate Now’ calls-to-action on Pages and link ads to make those connections easier than ever," a Facebook spokesperson told TechCrunch in a statement.