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.
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.
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.
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.