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Things are getting a bit easier for non-profit organizations as they can now recieve donations through their Facebook pages, thanks to the company’s new ‘Donate Now’ addition to all non profit pages and their linked advertisements.

Facebook had rolled out the feature only to select partners earlier, but now it seems that groups which have not partnered with the company can also start using the feature.

NGOs earlier had to redirect their interested page visitors to its official website in order to make donations. However, with the introduction of Facebook’s ‘Donate Now’ button, the organisations can now use this feature, which was initially launched in 2013 only for a select few groups.

NGOs which received this special feature initially in the year 2013 were The Red Cross and the American Cancer Society among others.  But starting today every nonprofit organization can integrate this donate now button into their Facebook pages. The feature works by making transactions internally using the credit card information provided by donators.

Facebook has made sure that it stays away from any irregularities caused by any groups’ misdeed and has decided to inform the users who click on Donate Now button with a message that Facebook does not endorse or is not affiliated with the organization. Once the users have decided to go ahead with the donation they are redirected to an external site where the transaction gets completed.

The move comes as a surprise since it appears to bend the conventional guidelines strictly adhered to by Facebook. By redirecting the page visitors to an external site, Facebook has definitely transferred the power at the hands of the groups.

However, as has been the case with Facebook recently, don’t be too surprised if you see even transactions happening on Facebook itself. Messenger already allows you to pay your friends and others, hence a similar feature for pages’ donations could roll out soon.

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