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Allyson Kapin 3 min read

How Nonprofits Can Leverage Facebook, Google and Pinterest's Buy Buttons

Does your nonprofit use ecommerce as a big part of its fundraising strategy? Then you need to explore the “Buy” button from Google, Facebook and Pinterest.

Google Buy Button

As you know Google searches are a significant source of traffic. Google’s “Buy” button makes Google even more powerful. Here’s how. When users go to Google to search for your organization’s product, Google generates a search results page displaying your product. Google’s “Buy” button allows users to look at the product and complete the checkout process without ever having to leave search results, which can help increase conversion rates. The payment goes through Google Wallet.

Right now Google is marketing this through their retailer program. This is a great opportunity for nonprofits that do a lot of ecommerce to test Google’s relatively new Google “Buy” button. The pricing model is cost per click and there is no fee to add the “Buy” button. However, your organization will need need to send real time inventory status to Google to make this work.


Facebook Buy Button

The majority of nonprofits already have a presence on Facebook and many are leveraging Facebook’s donate button. But the Facebook Buy Button could be even more valuable to nonprofits that do a lot of ecommerce. No longer will your supporters have to leave Facebook and provide all of their billing info thus increasing conversions. To take advantage of this tool, you will need to integrate a store on your Facebook page. You can quickly get one up and running via platforms such as Shopify, which integrates with Facebook’s Buy Button. 

Pinterest Buy Button

Like Facebook, many nonprofits are already using Pinterest to share visuals from their campaigns, online stores, infographics, data, etc. Using "Buy It" button via the Pinterest app, users can now purchase items for sale without leaving Pinterest. Pinterest uses Apple Pay to process the payments. 

As major social networks and search engines look at ways to increase ad revenue, conversions, and make their platforms more sticky, ecommerce will play a key role in being a driver of success. 


Allyson Kapin

Allyson has been named one of "Top Tech Titans" by the Washingtonian, one of the Most Influential Women In Tech by Fast Company, and one of the top 30 women entrepreneurs to follow on Twitter by Forbes for her leadership role in technology and social media. As Founding Partner of Rad Campaign, she leads the firm's client and online strategic services. For over a decade Allyson has helped non-profit organizations and political campaigns create dynamic and award-winning websites and online marketing and recruitment campaigns. She works side-by-side with her clients to meet their web needs and maximize their online effectiveness to create real world impact.