Facebook Gives the Gift of Donations
After unveiling a “Donate Now” call-to-action (CTA) to a limited number of nonprofits in 2013, Facebook is now expanding this functionality.
In fact, the new “Donate Now” CTA option is now available on link ads and Pages to make it easier for nonprofits to connect with people and encourage them to contribute to causes they care about. Previously, nonprofits were required to fill out the “Donate interest form” to leverage the CTA. Now, however, nonprofits can simply choose the Donate objective when creating an ad or adding a CTA to their profile Page.
It is important to note that when a consumer clicks the Donate Now CTA they are not only required to confirm that they want to continue on with their donation, but are also informed that the nonprofit is not endorsed or affiliated with Facebook (see image below). Then, instead of completing the donation on Facebook, the consumer is directed to the organization’s external website. Despite this bit of friction in the user experience, it is safe to say that the majority of nonprofits will be pleased with this functionality, especially as the holiday season approaches.