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Published by Woods Group

Facebook donate button to be rolled out to UK charities

Great news for UK charities, Facebook is set to add a donate button for selected charities, allowing supporters to donate directly on the social media site.

The donate button has been successful in the US for two years now; Facebook recently announced more than $10 million was raised for those affected by Hurricane Harvey.

Charities in the UK must currently direct Facebook users to their own website, and away from the social media site, to donate. However, from the end of this month Facebook has announced several new fundraising tools will be tested, including the donate button which will allow users to donate without leaving the social networking site.

Facebook has announced it will roll out this initiative with Movember UK, Oxfam UK and Unicef UK as beta partners to test the new tools, in addition to a handful of other charities in Ireland, France, Germany and Spain. The initiative will be expanded to charities in Italy, Poland, the Netherlands, Belgium, Sweden, Portugal, Denmark, Austria, Finland and Luxembourg from October.

Facebook has confirmed charities will pay a 5% fee on each donation, stating that 3.5% covers costs of vetting, language translation, fraud prevention, operational costs and payment support and 1.5% covers payment processing.

UK taxpayers will be able to add Gift Aid to donations to UK charities by ticking a box confirming they have paid enough tax.

A Facebook spokesman said: “Facebook’s goal is to create a platform for good that’s sustainable over the long term, and not to make a profit from our charitable giving tools.”

For more information on this new initiative, contact our experts in digital marketing for charities today.

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