So far the ice bucket challenge has helped raise over $94 million for research into amyotrophic lateral sclerosis, a fatal disease that attacks the nervous system. This is a phenomenal amount compared to the $2.6 million raised last year, so what's the secret and how can other charities replicate it?. According to Wikipedia, more than 1026 celebrities have taken part. There are over 653,000 videos on YouTube and 527,537 people have liked the ‘Ice Bucket Challenge’ page on Facebook. Experts have agreed that the challenge has revealed a few truths about viral fundraising, many of which will likely need to be followed in future months and years to come.
Time magazine has set out the following five steps for how fundraising will need to be done:
1. Leverage an existing phenomenon
ALS Association didn’t invent the ice bucket challenge but after seeing donations rise quickly they got behind it, inspiring both celebrities and regular people to join in by posting their videos and donating to the cause.
2. Set fun, easy-to-follow rules
By nominating your friends and family with a 24-hour time limit to donate creates the sense of urgency and spontaneity in completing the challenge.
3. Emphasise visuals and creativity
Making videos has let participants become creative and the funnier (or more famous) they are, the larger the audience will be creating more awareness of the disease.
4. Simplify donations
Being able to donate digitally either through texts or a donation page makes donating fast and easy.
5. Make the message stick
The ALS Association now need to show donors that their money is making a meaningful impact against the disease so that ongoing donations are sustained.
bmorians Alex and Paul completed their challenges today:
Please don’t forget to donate to the UK-based Motor Neurone Disease Association by texting ICED55 £5 (or other amount) to 70070 (only available in the UK).
Or through their website: