Facebook wants to help us do more good around the world, two months ago they created a ‘Social Good’ team which aims to build tools to help us achieve that goal. Now they are launching the first tool which they think will help with fundraising for nonprofits. “Fundraisers” are dedicated pages where nonprofits can raise money for specific campaigns. The donate button which was previously reserved for ads on the site will now also appear on the nonprofits pages and posts.
The fundraiser pages are a similar format to event pages. Nonprofits will be able to describe the details of a particular campaign and collect donations directly from users as well as a progress bar which will show the distance to the final goal. Donate buttons are static below the cover photo which means you will also know where you need to go to find it.
While Facebook is providing the tools to make fundraising easier, it is up to the organisation to be transparent and to show people where their money is going. This is not something Facebook will be taking responsibility for, they are simply providing a tool to make fundraising easier than before.
Yesterday the fundraiser pages went live for three different partners – Mercy Corps, National Multiple Sclerosis Society and World Wildlife Fund. The feature will soon expand to a total of 37 nonprofits over the course of the holiday season which will include (RED), RAINN, UNICEF and Water.org.
At the moment it is free for nonprofits to use the new fundraiser pages however at some point in 2016 a fee will be implemented that will be on par with the current industry standard.
Facebook is currently focusing on US based organisations however they say that they will be expanding to international organisations next year.
It is not clear if Facebook will ever extend the fundraiser tools to individual users so that they can get assistance with their own fundraisers and help them raise money for different causes. At the moment the feature will be restricted to organisations only however it seems possible that Facebook would look to have everyone benefit at some point in the future.
It would also mean some competition for current social fundraising sites and different fundraising platforms such as Just Giving.