For nonprofits everywhere, social media is a vital forum for raising awareness, inspiring action, and collecting donations. And with more than 2 billion daily users and a slew of tools for educating, informing, and raising funds, Facebook for nonprofits has unique potential as a fundraising platform and force for good.

On Facebook, nonprofits can connect with supporters and provide a quick, easy, and convenient way for donors to contribute to their cause. For charitable organizations and the people who support them, all it takes is a few clicks.

Among nonprofits that use the Facebook donate button and other fundraising tools, 35% raise more money than they anticipated. Plus, it’s a fee-free solution. So when supporters donate on Facebook, your organization keeps 100% of the funds. 

How Facebook’s donation button works

To use the Facebook donate button as a nonprofit or charity, you must complete an application to verify your eligibility. The application can only be accessed on a computer and must be completed by the admin account registered to your organization’s page. 

The first step of the application process is to provide information about your nonprofit, such as your address, tax information, and nonprofit category. Then, you’ll upload verification documents like a recent utility bill, business license, or tax filing from the previous year. The application to use donate buttons on Facebook also asks for:

  • The name and birth date of your organization’s CEO and CFO or COO, if applicable
  • Your organization’s banking information
  • An explanation of how donations will be used 

Once approved, you can add the donate button to your Facebook page, posts, and even paid ads through Facebook ads for nonprofits. Adding a “donate” button to a Facebook page can be done from a computer, tablet, or mobile device in a few simple steps:

  • Log into your organization’s page as the admin user
  • Click the “…” button located at the top of the page
  • Click the “Add action” button
  • Click on “Try it”
  • Choose “Donate” and click save

The first donation button was developed in 1999 by the Tides Foundation’s Groundspring project, which aimed to generate donations using social media. Believe it or not, at that time, Constant Contact was already championing internet fundraising via email marketing campaigns

Why nonprofit organizations should leverage Facebook fundraising tools

Social media represents one of the biggest drivers of online traffic in the world, accounting for an impressive 38% share of the total collective time that global internet users spend surfing the web. 

Additionally, of Facebook’s massive user base, this platform was used for 15.5 hours per user each month in 2022 alone.

Statista chart showcasing the global popularity of social media platforms with active users in millions.
Statista hart ranking the global popularity of social media platforms by active users in millions. Image Source: Statista

Since launching in 2004, Facebook has grown into the most widely-used digital social network in existence, with more monthly users than the populations of China and India combined. For nonprofit organizations of all sizes, it represents an incredible opportunity to bring attention to important causes. With a built-in audience of billions, the Facebook donate button for nonprofits — as well as other tools for hosting fundraisers, enrolling volunteers, and more — is essential to use. 

Nonprofit Tech for Good chart about Facebook fundraising tools.
Chart showing the effectiveness of Facebook’s various fundraising tools. Image Source: Nonprofit Tech for Good

Reaching a new and larger audience

Knowing how to add a donate button on Facebook for nonprofits gives you access to a global audience. And Facebook users aren’t just posting about their family vacations or professional promotions — they’re spreading the word about the issues and causes that matter to them. 

When your organization uses Facebook, you can encourage supporters to “like” your posts and share your content on their pages. They can even add a donate button linked to your account to their own posts and live videos to raise funds on your behalf.

Simplifying the donation process for your supporters

Facebook’s “donate” button lets your supporters contribute to your organization in just a few clicks. Instead of donation links that redirect to external donations, it’s an in-app way Facebook users can make donations of any amount using their PayPal account or with a credit or debit card issued by:

  • American Express
  • Discover
  • Mastercard
  • Visa

Facebook further simplifies the donation process by letting users make a one-time contribution or set up recurring donations that draw Facebook payments from their chosen method each month. 

Meeting your supporters where they are

As the most popular social network in the world, Facebook offers an unparalleled opportunity for nonprofit and charity marketing. Organizations can meet supporters where they are: on their screens. The “donate” button on Facebook works on desktop and mobile and can be accessed around the clock. 

And once you’ve found your supporters, Facebook helps you stay connected. Donors can permit Facebook to share their contact details with nonprofits, allowing you to send updates, information, and even the perfect donor thank you email.