Facebook rolls out charity donation feature

Facebook have released a number of new tools of late – most recently the ability to hide posts from a former partner, and Music Stories – and now the social network has unveiled a new feature that allows users to donate to charity without leaving the site.
Facebook will roll out the new feature, officially named ‘Fundraisers’ to improve its existing ‘Donate Now’ button.
The feature is aimed at establishing a dedicated medium to raise funds for non-profit campaigns. Speaking on her official Facebook page, Facebook COO Sheryl Sandberg stated that “When people are connected, amazing things can happen. We’ve seen incredible examples of how people use Facebook to come together to do good. Campaigns that start with a single post can change lives ““ from raising money after the Nepal earthquake, to raising awareness with the ALS Ice Bucket Challenge.”
Naomi Gleit, Facebook’s Vice President of Product Management, added by saying: “Non-profits can tell their campaign story, rally supporters, collect donations and visibly track progress toward a goal for year-end drives, themed campaigns and special projects, such as building a clean water well or funding a clothing drive.”
The feature is presently being tested with 37 organizations based in the US, including the Mercy Corps and World Wildlife Fund.
The news follows from controversy that the social network received over its decision to enable its ‘Safety Check’ feature in the wake of the Paris bombings, yet not for other global tragedies or disasters, such as the Beirut bombings.
What are your thoughts on Facebook’s new Fundraisers feature? Should the firm become increasingly involved in humanitarian concerns? Be sure to let us know your thoughts in the comments below!