Following the release of Facebook’s new “donate now” feature for nonprofit brand pages, a few intrepid and well-meaning fundraising and marketing experts rejuvenated an existing petition imploring Facebook to issue grants to nonprofits in order to create ads gratis.
The idea behind this campaign is that, although the “donate now” button is a great addition, its visibility will be greatly reduced due to the fact that Facebook’s algorithm favors users and brands who use its paid products, such as ads and sponsored posts. Nonprofits, in general, lack the ad budget to keep up.
This rallying cry has spawned numerous blog posts, tweets and emails in support of the petition. But is this really in the best interest of nonprofit marketers?