![]() The updated "Learn More" call-to-action button for your Page will link to the same destination as your current "Donate" call-to-action button. We wanted to let you know that the call-to-action button for your Facebook Page will be changed from "Donate" to "Learn More" soon. Last year, the social media platform distributed the following email explaining the change: This feature has changed, and organizations must now collect payment directly through Facebook. Organizations can use a Facebook Page to share strategic messages, relay information about upcoming events and encourage donations both directly through their Page and through fundraisers.įacebook offers a “Donate” button that previously enabled nonprofits to link externally to their own website or giving platform. The post The Pros and Cons of the “Donate Now” button on Facebook appeared first on DonorPerfect.Facebook is a great tool to help nonprofits reach key audiences and raise funds. ![]() This new button is unlikely to supplant your tried-and-true methods any time soon. But, make sure that you don’t divert your focus from what really drives your fundraising results. So, should you add this button to your Facebook page? Considering the first point I made at the top is that there’s no downside to doing so, why not? It only takes a minute or two and you might raise a few extra dollars. ![]() While I’ll give Facebook the benefit of the doubt here, it is telling that one of the first things you’ll see after activating the button is a sales pitch to promote it via a Facebook ad. More than one skeptic has noted that this may simply be an effort by Facebook to sell more ads to nonprofits.The extra click I mentioned above? Well, it’s actually two clicks, as the donor needs to click past a warning message that Facebook does not endorse the nonprofit, which may also dissuade some donors from continuing.So, the button may only be useful in limited cases where prospective donors end up on your Facebook page for reasons that have nothing to do with your nonprofit marketing plan and regular solicitation efforts, such as the peer-to-peer example I cited earlier. Remember, it’s an extra click to go from Facebook to your donation page and every extra click likely results in some potential donors bailing out of the process. Since the button simply redirects people to your existing donation page, you’re almost certainly better off focusing your solicitation efforts towards directing donors to your website or donation page, not your Facebook page.And, most importantly, it’s been well-established in a number of studies that direct mail and email campaigns still generate far greater online giving results than social media, not to mention events, phonathons, personal solicitations, etc. If it had been a huge success, we likely would have heard more about it, and Facebook probably would have launched this effort sooner. Only one of the pilot organizations from 2013 announced how much money they raised, and it wasn’t much. While social media has certainly played an important role in increasing the public’s awareness of various causes, has led to increased activism (or “ slacktivism ”, depending on your point of view), and is definitely helpful in getting the word out about the specific efforts of non-profit organizations, it still is not clear how much it actually drives online donations.A pilot program launched in late 2013 processed the entire donation within Facebook the nonprofits involved had no ability to influence the steps involved in making a donation or even learn the identities of the donors, so the current version is definitely an improvement. Since the button will redirect the user to a donation page of your choosing, you have control over the donation process and full awareness of who has donated to you.One of your donors will mention the organization on Facebook or some other social media site, their followers will click through and end up on your organization’s Facebook page, and having a call to action immediately available may result in additional donations. ![]()
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