Facebook added a new donation feature on Monday 16th/Dec that allows users to contribute cash to non-profits directly through the platform.
Facebook partnered with 18 different non-profits during the initial rollout of the feature, including the Boys & Girls Club of America, Livestrong Foundation and the World Wildlife Fund.
Users can donate using an embedded “Donate Now” button on each partnering non-profit’s Brand Page. The button allows users to donate in preset amounts of $10, $25, $100 or $250, using a credit card, debit card or PayPal.
If a user comes across a non-profit’s post in his News Feed, he can donate using the same button embedded on the post. This button also gives donors the option to manually enter a preferred donation amount so they are not restricted to the preset amounts listed above.
For now, only the 18 partner non-profits can elicit donations on Facebook, but the company “hope[s] to open it up in the coming weeks” to other non-profit partners, according to a spokesperson. There is no plan to add partners that are not non-profits.
Facebook first tested this feature in November when users were able to donate to Red Cross via Facebook following the deadly Typhoon Haiyan in the Philippines. A Facebook spokesperson declined to comment on the amount of money raised through the campaign, but in that instance, users were able to donate straight from a notification at the top of their News Feeds.
The feature was rolled out on Facebook’s web version to all users in the United States on 16/December. There is no set timetable for its availability on mobile, but a Facebook spokesperson called mobile integration a “priority.”