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Facebook’s latest feature has a charitable feel to it, perfect in time for the holidays. After you’ve "liked" your favorite non-profit on Facebook you can then donate to it straight from your Facebook account. A "Donate Now" button has been embedded in the profiles of 18 non-profits during an initial roll-out phase as well as in a post on each fan’s newsfeed. Users can choose from four different preset amounts or manually input a preferred donation. In an instant gratification society, taking out an extra step in the donation process would seem to increase the chance that someone will donate. It will be interesting to see if this is the case.