YouTube has an obsession with innovating and adding new features to it’s service. In keeping with that tradition, they have unveiled their newest feature: donation cards. With these new cards, video creators can now choose from any of  over 1.8 million IRS validated 501(c)3 nonprofits and send donations to them directly from their videos. Of course nonprofits can use these cards on their own videos, but more often than not its a regular user thats likely to solicit donations. Remember the Ice Bucket challenge?

Once a donation is made, the nonprofits will receive 100% of the money with no credit card fees or percentages going to Google. As with many YouTube features, this one is rolling out to creators in the US first, but google says it will open this program up to more countries “so creators across the world can power the nonprofits the care about”. It certainly seems like it will beat using annotations in videos to link to charities.