This week the personal information collection and storage platform known as Facebook rolled out their “Donate Now” button for nonprofits. They tested this service with a few select nonprofits earlier and I have to guess that they like the results. Here’s a piece from from the folks at Techcrunch about the roll out.
While seemingly this bodes well for nonprofits, I can’t help but think this is more about Facebook’s selfish big picture aims than it is about truly helping nonprofits and those they serve who are in need.
I’ll explain what’s driving my thinking by sharing with you my 7 (not cool) things you need to know about Facebook’s Donate Now.
NUMBER 1-The money goes to Facebook
And then the cause gets it later. Frankly, don’t we have enough software platforms living off the nonprofit float? The promise of fundraising innovation is to cut out the middle man and make the process of giving to those in need happen faster and with the least amount of friction as possible. Donate Now solves none of this that I can see.
NUMBER 2-They automatically store the donor’s credit card info
To me this is the real Facebook gambit. They will do just about anything to get their users’ credit card info anyway they can for future commerce. Even more not cool is that they collect this information and store it AUTOMATICALLY. Ask for permission? Don’t be silly. We’re talking Facebook here.
Oh joy! The chance to be forced into sharing more with an online service without being asked is just what I’ve been waiting for! How about you?
NUMBER 3-No donor data to the cause
Inexplicably Facebook will know more about your donors than you will. Ever.
This affords the nonprofit no chance to create a loyal supporter and a high-lifetime-value donor.
And this leads to….
NUMBER 4-Donors will get approached by other causes
It’s just the way FB operates. Here’s a refresher on this point.
Facebook will know that donor X made a donation to an arts-focused nonprofit. Guess what? They’ll show ads for other arts-focused nonprofits to the donor.
Say goodbye to loyalty. I guess Facebook really wants you to compete with other nonprofits….and pay them for the chance.
NUMBER 5-Still hard to turn Facebook Likes into $$
Does anyone remember Facebook’s Stores offering? Don’t worry if you don’t because it kind of flopped.
Why? Many in the know opined that it was because Facebook is more about “liking” than real commerce. If that’s the case here for Donate Now it can hardly be considered a cash cow waiting to happen (if at all) for nonprofits.
NUMBER 6-No CRM integration because there’s no donor data
Not much to say here-kind of speaks for itself. I guess getting used to the name “Anonymous” in your donor CRM is in order.
NUMBER 7-There may be pushback because folks are already leery of what FB knows about them
This is where I’m at personally. I have a Facebook page personally and haven’t been there in years because it’s boring, contrived and creepy. I know that Facebook intentionally compiles massive amounts of data about people for their profit, not in the name of connecting people but in selling ads.
Don’t get me wrong. I’m a capitalist with a heart. And yet the less they know about me the better.
I may be wrong about all of the above. Or I may be right.
I look at it this way. If I told you Facebook will do just about anything to have your credit card information on file would/could you believe it?
I thought so.
Dale Knoop leads a great team working to make RAZ Mobile a powerful, international platform for any cause engaged in fundraising. Today, all causes globally need a content-rich mobile presence that can be shared through text messages, social media, email and more and best of all-quickly and securely process 100% of donations from motivated supporters with a minimum of friction in seconds with no passwords. If your nonprofit needs custom development of a mobile solution to fit your mission please click here. Dale holds multiple patents and applications for patent in the mobile space.