Facebook is rolling out a new feature that lets Facebook users make donations directly to their favorite nonprofits via the News Feed.

This donate now feature will appear beside posts in the News Feed and at the top of non-profit Facebook Pages participating in the program (as shown below).

How does the Facebook Donate feature work?

Facebook users will click “Donate Now” and choose an amount for their donation. 100% of the donation will go to the nonprofit, and users that donate will have the option to share that action with their friends.

Facebook Rolling Out Donate Feature for Nonprofits

According to Facebook, users personal information will NOT be shared with the nonprofit after they donate.

When can your nonprofit start using it?

For now Facebook is partnering with a limited number of nonprofits (shown above) but will make this feature available to more nonprofits as time goes on.

If you’re interested in being considered for this program fill out form in the Facebook help Center.

What do you think? Big news?

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  1. Perhaps if they really wanted to help nonprofits, they could actually post your updates to all your followers news feeds, as opposed to trying to convince you to pay to promote the post! They only care about their bottom line, so I am sure there are transaction fees involved.

  2. I think this could encourage nonprofits to make content that their supporters appreciate (hopefully!) :) and not just stuff to “push out”.

  3. The form asks for both the EIN and the 501c3 number but the EIN is the only number issued to organizations by the federal government. So what to do????

  4. If the charity does not know where the donation is coming from , how are they supplying the required written acknowledgement to the donor for proper documentation to be able to deduct the contribution on their federal income tax return?

  5. This is big. And not good. I love the idea of Facebook acting as a bridge to giving. It’s a perfect platform. And sharing news of giving should spur more by others. But not sharing information on the donors is a big, big, big mistake. Most first gifts occur because people are asked and the gifts which follow are the result of acknowledgements and stewardship. To remove the opportunity to thank donors and involve them is denying the nonprofit a chance to do it’s work efficiently and sustainably and it’s denying the donor a chance to get what the vast majority of donors need: the recognition that their investment is appreciated and valued. Fortunately, this is an easy fix. All they have to do is give the donors an opt-out if they don’t want their information passed along. That would be far better than the guessing game Facebook is creating by making every gift anonymous by default, like a giant SMS campaign.

    1. I bet Facebook admins will be able to target donors with ads. Also, I wonder if admins will be able to customize a redirect after a donation, prompting them top join an email list…

    2. I agree with John about the ad targeting as a possible compromise. Opening up donor information directly would set a difficult precedent with the app / auth ecosystem.

  6. Any guidance on how this will apply, or won’t, to organizations with fiscal sponsors (rather than stand-alone 501c3s)?

  7. Looking over their program description so far, I think the biggest hurdle will be FB users being willing to add their payment information to be stored by Facebook. But then they DO this for participating in FB games, right?

    1. This “Donate” feature is an awesome way for Facebook to get Facebook users to add their credit card to their profile, which makes sense from a long-term business strategy.

  8. While I’m a proponent of a nonprofit leveraging every channel for donations, and kudos to Facebook for processing the payment and giving the charity the full 100%. However, I feel that this is more an opportunity for Facebook to increase its relevance than a true boon or long term plan for nonprofits. Here’s why: Facebook becomes the “liaison” between donor and nonprofit. It looks like they obtain the credit card info–leaving the nonprofit without any data to further engage said donor. It keeps the FB fan from going to the charity’s website…which is the place where one can learn more about the charity, its mission and work etc. The nonprofit receives a donation, the end. I love the social aspect, because studies show that peer to peer fundraising outperforms —I just question the long game for the nonprofits here.
    That said, I’d like to remind everyone that you can add a button allowing your Facebook fans to “Sign up for our mailing list” –but that doesn’t mean they do.

  9. Big news for sure! Will be interesting to see how this goes, seems like could be some significant potential. Hopefully if the test works it will be made available widely.