Facebook Introduces "Donate Now" Button For Nonprofits: 3 Tips to Make the Most of It. Thanks to the introduction of Facebook's "Donate Now" button, it's easier than ever for nonprofits to turn online engagement into meaningful monetary contributions. The "Donate Now" CTA works much like Facebook's other buttons in that it can be added to a brand's company page at any time, and with no cost.
Facebook introduced a "Donate Now"åÊcall-to-action button option on both link ads and company pages. Regarding the update, they said, "Now it'såÊeasier than ever for nonprofits to connect with people who care about their causes and encourage them to contribute through the website of their choice.Û
"The "Donate Now" CTA works much like Facebook's other buttons in that it can be added to a brand's company page at any time, and with no cost,"åÊJuliana Nicholson wrote in a HubSpot Blog post. "When included on a company's page, the button appears alongside the "Like" button, on the bottom right corner of the cover photo. To scale the visibility of the Donate Now CTA, companies can include the buttonåÊin link ads, and then promote it as they would any other content."
3 Tips for Using Facebook's "Donate Now" Button
Point The Way
"Just placing a button on a Facebook Page doesn't mean users will automatically start clicking on it. Encourage donations byåÊreferencing the "Donate Now" option in regular posts, and consider creating new dedicated content that makes users aware of the button (and how their donations will be used)," Nicholson advised.
"Visual cues can be a big help as well. Consider swapping your cover photo to include new creativeåÊthat directs the user to the button ÛÓ arrows, text, or anything else you can dream up."
Run Highly Targeted Campaigns
"Segment the audience you reach out to for donations," Nicholson wrote. "Avoid wasting ad dollars by targeting link ads to the users most likely to donate. Interest targeting can be a great place to start, as well as behavior, demographics, job title,åÊor connections."
"Need more inspiration? Identify the traits most similar among the most generous donors.åÊKick things up a notch by leveraging Website Custom Audiences to hone in on users that directly mirror existing donors."
Keep Your Content Balanced
"Remember that content comes first, and that creating a personal connection with fans will pave the road for longer, more valuable long-term relationships," Nicholson said.
"Use the page to showcase how donations are used, and feature stories about the lives that previous donations have changed. Giving is still a two-way street. You have to provide an emotional connectionåÊbefore youåÊcan expect fans to provide their credit card info."
If you're managing social media for any clients running cause marketing campaigns, this new feature can be a great way to increase awareness. But you also need to know more about what makes consumers donate. AudienceSCAN reveals that 53.5% of Americans respond to cause marketing, so you're already ahead of the game! If all other things are similar, 82.5% will shop at different stores to support important causes/charities. 18.8% of Cause Marketing Responders plan to give at least $100 to charity in the next 12 months. 32% support cancer research/prevention organizations. 30% support homelessness/hunger/poverty charities.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.