Saying its financial future is under threat and it doesn’t know where it will find the money to pay off news producers for its use of their content, Facebook Canada launched a GoFundMe campaign so its users could chip in to help.

“It’s embarrassing to have to do this, but we have no other choice,” Facebook Canada VP Dory Paenga-wh?wh? said in a heartfelt post announcing the campaign. “If you believe in the future of Canada’s news business, we implore you to contribute what you can.”

Facebook has been under fire recently for brazenly making money while other people make less money, and recently it acknowledged things need to change. “The lack of subscriptions to Canadian media outlets is as much your fault as it is ours,” Paenga-wh?wh? said in her post, “so it’s incumbent upon you to help make that right. For the price of a cup of coffee a day, you can help pay for a journalist’s cup of coffee.”

Perks offered to those who contribute to the GoFundMe campaign include being listed on a thank-you page and access to that feature where you can see who looks at your profile.