This new thing is showing up on my FB feed. It looks like a happy thing, should be a happy thing. My friends asking their friends to donate to non-profits. For things that matter. For birthdays. For legitimate organizations, vital to the public interest. From people I care about, and for things I care about. Ugh.
Will I participate in these calls to contribute? I will not. We need to all say “No” to Facebook’s online donation platform, however much this might hurt feelings.
Listen, looking back, was Facebook a good idea? It seemed innocent enough ten years ago when I joined up, but if it wasn’t a part of my professional and family life I’d probably bail on it. The case against Facebook is broad, though this, from a recent NY Times article, How to Fix Facebook, sums it up:
“The cloud over Facebook extends far beyond Russia. Critics say the company’s central role in modern communication has undermined the news business, split Americans into partisan echo chambers and “hijacked” our minds with a product designed to keep us addicted to the social network.”
What else? Let’s start (and this should be enough) with permitting paid advertising, again and then a second time, targeting Holocaust deniers. Not enough of an argument?
How about permitting the spread of Fake News in the last election to at least 100,000,000 American citizens, and this ongoing mess we are currently in, from which America may not recover. More?
How about generally eroding our discourse. You don’t need a URL to know that reality. How many of you regularly take Facebook Breaks?
Finally, how about making content of us all? With Facebook, we are the product that is being sold. Our preferences, our families, our habits, secret crushes, and our biases. Every click, every unfriending, every post, every log-in, all being mined in an unprecedented experiment in making all of us products to be sold to big business. For profit. This effort is dismantling our media and journalism, to the point that newspapers may end up as charities, forced to raise money from patrons to survive.
And the true crime here is that Facebook has no idea what the consequences of this grand experiment will be. They cannot possibly know, or we wouldn’t all be cocooned on our micro world views, seeing only the things that support our own biases.
Which brings us to non-profit fundraising, and, my friends, the very future of philanthropy.
Give to a non-profit via the Facebook platform and what have you done? You’ve participated in an experiment that will have very real consequence for the non-profit sector, for no good reason. Encourage your friends to make gifts on your birthday to the Red Cross and:
- You’ve eliminated the “middle man” of traditional communication and stewardship between donor and organization, where there are established norms and ethical practices. Facebook is new at this. They only care to disrupt and gather data. They aren’t working with professional fundraisers. Check out their guidelines. Pretty thin. Do you think that they really know what they are doing?
- You’ve bought into a disruption of our American Philanthropy. Facebook appears to permit most any sort of organization to join the platform, and this is eventually going to get nasty. Do you want your donation part of a platform that can segment by Hate? Do you want to be affiliated with a platform ripe for inevitable fraud and malpractice?
- You’ve given your giving preferences to an organization that will sell this information, targeting you and organizations you support in frightful ways. How will this work? Facebook advertising by non-profits is already a big business, allowing micro-targeting of incredibly specific market segments. Now Facebook will be able to go directly to non-profits and sell datasets, promising to promote content by those charities who pay up, or limiting the organic reach of those organizations who do not play ball. Is that what you want for your donation? Or maybe Facebook will eventually suggest that they should handle all fundraising activity, targeting the right donors for non-profits. Is that a good idea for our sector?
- You’ve given Facebook another way to subtly manipulate you going forward, where the company applies its sorting methods to who we see, when we see it, and how often, all in a relentless effort to make us spend more and more and more time on the application. Is that what you want in exchange for your donation?
- You’ve provided cash to a platform that charges at least 5% overhead, with varying payout terms and all sort of nonsense like sales for donations (no fees on Giving Tuesday!) that are beyond the norm of our industry. Gross.
I don’t think Facebook is out to do Evil. I think that they don’t know what they are doing, nor the long-term consequence of their strategy. No one does. Facebook embedded sales teams into US presidential campaigns last year. Was that good for America? Of course not. Facebook was simply attempting to make more money.
This is not good for our non-profit sector. We simply cannot risk the long-term endgame of having our organizations participate. The consequence is too grave. What instead? Embrace established online platforms, of which there are many, competently managed by professionals who understand our sector, and who act with high ethical standards.
For your next birthday, encourage your friends to donate in your honor by sending them directly to the website of your favorite charity. Or have a party with a donation jug at the bar, where you can accept cash. Or clean up the river with your Amigos. Think globally. Act locally.
Facebook is about turning all of us into product, just as Arby’s is all about turning cows into dinner. Let’s keep fundraising for our vital non-profits away from it.