Facebook Causes Case Study: World Wildlife Fund

The Humane Society affiliated itself with more than 2,000 causes that individuals created and listed the Humane Society as the beneficiary. It also has more than 11.8 million members that are part of its own causes, raising nearly $300,000 from nearly 11,000 donors.

"Causes only exists inside Facebook, intended to take advantage of the social graph," Patrick said. "Within Causes, there are tools for individuals to create a cause and tools for nonprofits to be able to connect to folks who might be out there raising money or outreach on your behalf."