Facebook has introduced a new feature, the "Donate Now" button, which will make it easier for non-profits to accept charitable contributions from the social network users.
Facebook issued a statement, Sunday, confirming that the new feature will roll out on Monday, December 16. The "Donate Now" button will appear at the top of the Facebook page of participating non-profit's beside Posts in News Feed.
Facebook users can click on the Donate Now button and then enter the desired amount to donate along with payment information. Users can also share the non-profit's post with their friends. Facebook suggests that the feature will increase donations as people will encourage their friends to donate as well.
"In times of disaster or crisis, people turn to Facebook to check on loved ones, get updates, and to learn how they can help," per the Facebook statement. "Donate also gives nonprofits an easier way to reach out and ask for help, both to support their everyday mission and in the wake of major disasters. And, with a community of over one billion people on Facebook, every local cause can become a global one - and every global cause can become a personal movement."
About 20 non-profits will start displaying the latest Donate feature on their Facebook pages. Some of them are UNICEF, the American Red Cross, Oxfam America, and WWF and the Donate Now button will soon be available to other non-profits in the near term.
Facebook said that it was inspired to introduce the new Donate feature in November 2013 when Typhoon Haiyan hit parts of Philippines. Facebook partnered with the International Federation of Red Cross that enabled people to donate directly to the non-profit's relief efforts in the country and also received generous contributions from people around the world.
Facebook will not charge any fee to process any card donations made to the non-profits, which means that 100 percent of the donation will reach the selected non-profit.
Several market observers believe that Facebook's introduction of the Donate Button is for a good cause; however, the initiative will also help the social network create a database of customers with credit cards.
