January 7, 2014  |  by Brianna McKinney

It just so happens that on my most recent birthday, December 15, 2013, Facebook announced the launch of a gift – a gift for nonprofits! This gift is a new Facebook feature called “Donate” which allows Facebook users to contribute directly to nonprofits.

How It Works

The Donate feature appears in the Facebook news feed of currently participating nonprofit organizations, next to posts and at the top of their pages. Here’s a screenshot I took from Kiva.org’s Facebook page so you can visualize the location of this feature:

  1. Click the “Donate Now” button next to the nonprofit’s donation call-to-action
  2. Choose one of the donation amounts or enter your own
  3. Enter payment information
  4. Quickly and easily donate to that specific nonprofit or cause campaign
  5. The Facebook donor can then share the donation opportunity with their friends to share why the cause is important to him or her, and encourage additional donations

The Donate feature was launched on just the web version of Facebook to U.S. users. According to Mashable, there is no set timetable for its availability on mobile, but a Facebook spokesperson called mobile integration a “priority”. Facebook is not charging a fee to process credit card donations and is instead covering that fee itself so 100% of donations go to nonprofits.

Nonprofits Currently Participating

Facebook partnered with 19 nonprofits during the initial rollout of the feature:

American Cancer Society
www.facebook.com/AmericanCancerSociety

ASPCA
www.facebook.com/aspca

Blue Star Families
www.facebook.com/BlueStarFamilies

Boys & Girls Clubs of America
www.facebook.com/bgca.clubs

Donors Choose
www.facebook.com/DonorsChoose

Girls Inc.
www.facebook.com/pages/Girls-Inc

Kiva
https://www.facebook.com/kiva

Leukemia & Lymphoma Society
www.facebook.com/LLSforacure

LIVESTRONG Foundation
www.facebook.com/livestrong

Malaria No More
www.facebook.com/malarianomore

Oxfam America
www.facebook.com/oxfamamerica

RAINN
www.facebook.com/RAINN01

St. Jude Children’s Research Hospital
www.facebook.com/stjude

The Nature Conservancy
www.facebook.com/thenatureconservancy

The Red Cross
www.facebook.com/redcross

UNICEF
www.facebook.com/UNICEF-USA

United Nations World Food Programme
www.facebook.com/WorldFoodProgrammeUsa

Water.org
www.facebook.com/water

World Wildlife Fund
www.facebook.com/worldwildlifefund

How Your Nonprofit Can Get Involved

Nonprofits interested in participating are asked to fill out and submit the following interest form, with the understanding that Facebook is “under no obligation to engage or otherwise contact you” as a result of submitting the form.

Facebook Donate Interest Form

The power of modern social and global movements has most certainly enhanced by social media, as I previously detailed in this November 2013 post. According to Facebook, by leveraging its community of over one billion people, with this new Donate feature “every local cause can become a global one — and every global cause can become a personal movement”.