Here's why Facebook's 'Donate Now' button is great news for NGOs

Users would now have the option of a 'donate' button on the pages of all non-profit organisations and linked advertisements on Facebook, Techcrunch.com reported.

A-Facebook-employee-walks-past-a-sign-at-Facebook-headquarters-in-Menlo-Park-Photo-AP

Users would now have the option of a 'donate' button on the pages of all non-profit organisations and linked advertisements on Facebook, Techcrunch.com reported.

'Every day, people use Facebook to raise awareness and support for causes they care about and to motivate others to do the same.

'We are inspired by how much good comes from these connections, so we have added 'Donate Now' calls-to-action on Pages and link ads to make those connections easier than ever,' a Facebook spokesperson was reported as saying.

Facebook had rolled out a 'Donate' button in late 2013 with specific partners like the American Cancer Society and The Red Cross.

For partnering non-profits, the button was integrated into Pages and the donation took place internally with credit card info that could be stored on the site.

However, now when you click the 'Donate Now' button on an NGO's page you are first alerted that the organisation is 'Not endorsed by or affiliated with Facebook' and then are redirected to the page's external site where you can complete the donation.

So, without the embedded payment processes, the button is just a call-to-action link.