The service allows people to buy a "gift" in the form of a charitable donation to one of eleven charities. The donation can be up to $25 and 100% of the money goes to the charity.
The platform allows the friends of the giver to see the charity they support with the aim of encouraging them to give too.
Eight million people have given through the Facebook "Causes" feature which is less than one per cent of all Facebook’s users so it will be interesting to see if ths tool fares better.
For more see: https://www.facebook.com/about/gifts
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