Facebook Launches Donate Now Button for Nonprofits: Field of Dreams?
Beth Kanter
Trainer, Consultant & Nonprofit Innovator in digital transformation & workplace wellbeing, recognized by Fast Company & NTEN Lifetime Achievement Award.
Yesterday, after a planning call with colleagues for a session I'm moderating at IFC called "Viral Fundraising Campaigns One Year On," I noticed a promoted post in my stream for the ALS Icebucket Challenge with a donate button. Wow, two juicy news events in one post!
Facebook has rolled out the "Donate Now" button for all ads and brand pages which makes it easier than for nonprofits to ask Facebook audiences to donate. But, is the feature a field of dreams for nonprofits? When Facebook rolled out the donate button feature in 2013 for a small group of partners, the results were mixed. Facebook has also used the donate button as part of a humanitarian response and ask for donations during disasters with impressive results.
According to the Chronicle of Philanthropy post, the donate button functionality is different in this broader launch. For partner organizations, the button allows users to donate directly through Facebook by providing payment processing inside of Facebook. With the wider launch, potential donors are taken to the charity's own website after a Facebook disclaimer that says the charity is not endorsed by or affiliated with Facebook. It makes me wonder if that might work against fundraising conversion, with some people thinking it is a scam.
As nonprofits have been incorporating and experimenting with Facebook promoted posts and ads as part of their fundraising tool box over the past two years, I've heard and read complaints from some nonprofits about low conversion rates for donations. Some colleagues feel that Facebook has missed the mark on this most recent launch.
This Hubspot article (hat tip to Debra Askanase) offers up some tips to avoid a "if we build, they will donate" mentality. John Haydon has a training coming up on Sept. 3rd covering Facebook advertising to support fundraising. This webinar will help you develop a strategic approach to leveraging this new feature. You can sign up for it at the Nonprofit Marketing Guide here.
It will be interesting to hear from ALS colleagues about the results of their campaign the second in general and more specifically how the Donate button performed for conversions and whether it should become a standard part of the fundrasier's tool box. With the giving season right around the corner, I'm sure lots of nonprofits will test it. Facebook will no doubt iterate. And we'll get some new insights.
What has your experience been with using Facebook Ads for fundraising? Will you be testing the Donate Now button for an upcoming fundraising campaign? Do you think Facebook missed the mark or is the jury still out?
Disability advocate at Self employed
9 年That sounds very good. My concern now is finding a nonprofit to be associated with.
Chief Development Officer, DoveLewis
9 年From an ease of use standpoint, this feature sounds like it may add value. My concern is that it supports a negative philanthropic activity..reactionary giving. Reactionary giving may be great for non-profits, but it does nothing to educate donors. They have no objective evidence or third-party evaluations on which to base their decisions. Donors have no way of knowing how their gifts are being utilized when they give in reaction to the latest FB fad.
Previous-Membership and Support Officer, ACOSS (Australian Council of Social Service)
9 年Far from contributing to my depression, fb has provided a way for me to be in touch with people even when I am feeling alone. I can see friends posts and make comments, leave positive remarks and support for others. I have found that by taking a 'positive posting' stance helps to lift my mood very quickly. And I have used this method a number of times to great effect. I also have many contacts at long distances, overseas...and I find fb has been invaluable in staying in touch with them. Fb has been simultaneously, my social circle, my volunteering and social work communication platform and my expressive and outlet.
Educational Consultant & Eco-Mindfulness Guide
9 年This is great to see, Beth, thanks for sharing it. I do wonder about ongoing FB privacy concerns, such as what they do with this information and how they leverage it. Donating is helpful when it goes to valuable causes, though I do wonder about FB, in that it is not always known for doing things without getting even more in return. Perhaps the additional donations or spreading a good cause is worth more than this . . .