Facebook announced a new feature which makes it easier for users to make donations. The social network added a new “Donate Now” button as a call-to-action option on both link ads and pages. Now users just have to tap the button to make donations to their choice of nonprofits.

Facebook Adds 'Donate Now' Button To Nonprofit Pages

Facebook extends call-to-action buttons

“Every day, people use Facebook to raise awareness and support for causes they care about and to motivate others to do the same. We’re inspired by how much good comes from these connections, so we’ve added ‘Donate Now,’” a Facebook spokesman told TechCrunch.

Facebook’s new button can be seen as a permanent version of the button introduced in April to support Nepal earthquake victims. As per the company’s claim, more than $17 million in funds was raised to support rescue and reconstruction work.

In December, Facebook unveiled call-to-action buttons designed to drive more action from users in addition to just liking a page. Some of these buttons were named “Book Now,” “Shop Now” and “Contact Us,” and they were placed at the top-right corner of the page alongside the “Like” Button.

A boon for charities

According to TechCrunch, Facebook, in association with the American Cancer Society and The Red Cross, also rolled out a “Donate” button in late 2013. The button was incorporated into the pages of nonprofits, and the donation process was carried out internally with credit card info stored on the site.

Now with the new button, Facebook wants users to make contributions to their choice of charities rather than being limited to any specific group. After a user clicks the button, the feature will check if the specific organization is affiliated with Facebook or not, and then the user will be directed to an external page for making donations. The button appears right on a Facebook Brand Page or simply within an ad on the site.

This new button from Facebook is a boon for all charities looking to utilize engagement to up their donations and tap viral moments similar to what was done by the ALS Association last year with the popular Ice Bucket Challenge.