The fastest-growing social media channel for nonprofits will soon have a donation feature. A donation sticker on Instagram Stories is among a number of coming product updates announced yesterday during the Facebook Communities Summit at its Menlo Park, Calif., headquarters.
Instagram, which is owned by Facebook, is the fastest-growing channel for nonprofits, according to the 2018 M+R Benchmarks study. For every 1,000 email addresses, nonprofits had an average 41 Instagram followers, up 44 percent, compared with 474 Facebook fans, up 15 percent, and 185 Twitter followers, up 13 percent.
In a post by Vice President of Product Partnerships Ime Archibong, the product updates aim to “help people continue to build community on Facebook.” Facebook also plans to launch a Blood Donations feature in the coming months. Facebook Groups will have a mentorship feature where “people can benefit from the direct experience and expertise of others by connecting one-on-one.” Facebook plans to roll out the feature over the next several months, starting with Groups in North America and South America.
Facebook announced last November that people have raised more than $1 billion for nonprofits through Charitable Giving on the platform. A year earlier, Facebook announced it would waive transaction fees for its donation button.
The blood donations feature enables people to sign up as blood donors and get notified when blood services providers near them are in need of blood.
Facebook Page administrators will be able to respond to Instagram Direct Messages from their Facebook Page inbox.
Facebook plans to add post formatting tools and ways for administrators to manage their Facebook Group, such as informing members when they violate a rule, filtering by date range in their admin activity log, and searching through membership requests by name. Facebook also plans to launch a pilot program that lets “groups and brands collaborate, expanding subscription groups to more partners, and allowing relevant Pages to join their communities.”
Facebook announced some $125 million raised during #GivingTuesday in November, almost three times as much as was raised through the social network platform on #GivingTuesday in 2017. Up to $7 million in matching gifts by Facebook was met within minutes of the 8 a.m. launch on #GivingTuesday.