Because we are so close to the holidays, Google has chosen to make it easier to support your favorite nonprofit organization by adding a donate button directly in search.

The feature was announced November 28, with Google saying that there is a number of US-based nonprofits that now have the “Donate” option available.  When you search for an organization, such as Direct Relief, you can make a donation straight from the search results page.

In the example above, the screen shot to the right is the organic result that appears with the new “Donate” button after scrolling past the ads that appear in the screenshot shown on the left.

According to Google, when you tap the donate button, “… you’ll see an easy donation flow that lets you give to your favorite organization as easily as you can look up its history, phone number, or website.”

The organizations that are currently utilizing the donate button represent a variety of causes and locations across the US.  They were able to opt-in to the feature using the Google for Nonpofits initiative.  Nonprofits are redirected to Google’s Google for Nonprofits website to learn more about the donate button.

The donate button rollout has come during the holidays, which, according to Google, says almost 30 percent of all giving happens.

“We’ve seen people’s generosity throughout 2017, especially in times of crisis and need. And earlier this year, we made a commitment to continue to bring the best of our people, products, and philanthropy to make an impact and help create opportunity for everyone,” says Google product manager, Prem Ramaswami, in The Keyword blog post announcing the feature.

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