
After recently announcing the creation of its Social Good team, which builds tools to help people do good around the world, Facebook has launched its latest cause-focused product called fundraiser pages which is an improved donate button for nonprofits.
The fundraising dedicated pages provide nonprofits with the ability to raise money for specific campaigns. The Donate button, previously reserved for ads on the site, will now appear on nonprofits’ Pages and posts, allowing users to donate straight from their own News Feeds.
The new fundraiser pages are similar to the format of event pages, allowing nonprofits to speak about their cause and collect donations directly from users. The new product will also showcase a progress bar towards reaching the specific goal the company has placed. Any fundraiser shared by a user in a post will display the new Donate button as well, allowing users to contribute through the post itself.

Donate buttons on the nonprofits’ main Pages will remain static, right below their cover photos, providing a constant place to collect contributions even as they update their Pages’ content. It also allows users to choose whether to provide their emails — an important aspect for a nonprofit hoping to increase its donor base.
The new fundraisers product and Donate button are now live for three nonprofit partners — Mercy Corps, the National Multiple Sclerosis Society and World Wildlife Fund. The features will extend to a total of 37 nonprofits across a range of causes throughout the holiday season, including (RED), charity: water, RAINN, UNICEF and Water.org.
At the moment Facebook isn’t charging its partners for product use, but it will eventually implement a fee that covers operating costs at some point in 2016. The idea is for them to break even.
Why it’s hot!
Facebook expanding its power into social justice
Social media being used for a cause