Facebook posed the announcement on its official News Room and it reads, "Today we're testing fundraisers - a new tool - and improving our Donate button, to allow people to donate to charities without leaving Facebook".
Suggesting the use of the fundraiser tool, the company says that charities can use it for rallying supporters, collecting donations, and for tracking progress toward a goal for year-end drives, themed campaigns and special projects. With the roll out of what Facebook is calling "Fundraisers", nonprofit organizations have a dedicated place to raise money for a specific campaign. On Wednesday, it beefed up offerings for nonprofits with the debut of two new features, a fundraising campaign tracker and a simplified Donate button. Not only do the new innovations signal Facebook's intent to keep users on the site longer, they also put users' own slacktivism tendencies to the test: If donating is easier than ever, will they do it?
The donate form is a one-page form on Facebook. Nonprofits will also be able to include a donate button in their posts. However, we believe that once these features are expanded to other countries and become universally available, Facebook may charge these nonprofits to cover costs for the operations.
Just imagine how many more people would contribute to campaigns if they didn't have to leave Facebook and share their credit card details with yet another company. The Donate button was first introduced in late 2013, causing a few suspicions. We will have the answer to this question once Facebook'sfundraisers tool matures, for now it is only a concept.
"We've seen from our community that when people take action, lives are changed", she writes. With this new feature, Facebook would remove the need for a third-party.
Naomi Gleit, vice-president product management at Facebook, said Facebook is committed to expanding the tool to as many organizations as possible in the future.