How does Facebook’s ‘Donate Now’ Work?

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In November 2013, just last month, Facebook made a huge announcement that individuals would now be able to make financial donations via an organization’s Facebook page.  I know this announcement is old news, but this is not entirely what I am writing about.

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As a communication and fund raising professional, other thoughts and questions come to my mind about this.

  1. Which organizations are eligible?
  2. How do you implement the feature on a Facebook page?
  3. How does the organization receive payment?
  4. What percentage of the donated amount does the organization receive?
  5. What information does the organization receive about the donor?

These are just a few of the questions that came immediately to my mind.  I’m sure there are lots of unanswered questions, but these are some of the items that need to be considered as you make a decision on whether or not you want to use this feature as part of your communication and development plans.  Remember, if you are going to use it, you need to promote it and track it.

Thus far, Facebook is only allowing certain organizations to take part in this feature as they test it.  There is no published schedule yet as to when it will be available to all organizations.  Currently, these are the organizations that have access:

  • Oxfam America
  • Donors Choose
  • LIVESTRONG Foundation
  • Leukemia and Lymphoma Society
  • Water.org
  • The Nature Conservancy
  • Malaria No More
  • Girls Inc.
  • World Wildlife Fund
  • Boys and Girls Clubs of America
  • ASPCA
  • RAINN
  • St. Jude Children’s Research Hospital
  • American Cancer Society
  • Blue Star Families
  • Kiva
  • United Nations World Food Programme
  • American Red Cross
  • UNICEF USA

Interested non-profits can fill out the Donate Interest Form by clicking here.

The good news is that 100% of the donations made via Facebook will go to the organization.  A donor selects the amount they want to donate and then makes the donation using Facebook’s payment feature.  The downside is that the charitable organization will not receive any information about the donor.  The organization will just receive an electronic aggregated payment.  This is not always the best solution and makes it hard for an organization to track a donors history for future follow-up.

If you want to learn more about this feature, check our Facebook’s help section by clicking here.