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FACEBOOK ROLLS OUT ‘DONATE’ BUTTON FOR NONPROFITS

If you’re a Facebook user, donating to your favorite cause is now easier than ever. The social network is rolling out a “Donate” button for all nonprofits to use on their Facebook Pages and link ads. Facebook previously introduced a “Donate” button in December 2013 but to a select number of non-profit partners including UNICEF, Red Cross and DonorsChoose.org.

Naturally, the Donate button is a positive step forward for nonprofits, who live and die by charitable contributions. Comparable to one of the call-to-action buttons introduced late last year, including “Shop Now” and “Book Now,” the “Donate” button shuttles users to sites outside the social network. That’s a change from the previous “Donate” button, which brought users to a donation screen inside Facebook, requesting payment information that was stored for future purchases.

It’s unclear why Facebook made the change, but it’s possible some users were wary of giving the social network their credit card or PayPal account information. Either way, nonprofits won’t be complaining now that they have easier access to a billion and a half potential donors.

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