UPDATE: ALS Ice Bucket Challenge Going Strong

As of 3:30pm on Thursday, August 21, donations have reached $1.5-million through the Ice Bucket Challenge.


Posted at 5:52am

The Ice Bucket Challenge has raised $750,000 for ALS Canada and is still going strong.

And with challenges still going out over social media, why is it so successful?

Tammy Moore is the Interim CEO of ALS Canada.

“I have spent 20 years of my career in marketing and we’ve developed these incredibly well put together comprehensive campaigns, and I’m very humbled by the fact that this is something just so easy, so accessible for so many people.”

The Ice Bucket Challenge wasn’t a contrived fundraising campaign, it was started by a man who suffers from ALS, 29-year old American Pete Frates. And from there it ripped through social media, expanding the challenge past international borders.

Randall Craig is the author of “Everything Guide To Starting An On-Line Business” and has consulted for many organization’s social media strategies.

“From my perspective, I think some stars have alligned. Number one, it’s unique and fun. Number two, with social media in the mix it has amplified the viral effect. Number three a lot of celebrities have gotten into this so people can see celebrities dumping ice water all over themselves. There is an entertainment effect and they have huge viral reach themselves.”

Donors have also become canvassers, encouraging others to donate through social media.

“Yes, if you did the ALS (Ice Bucket) Challenge and you just told someone about it and they maybe did it and they told somebody, that would be one thing,” says Craig. “But when you add social media into the mix, for the first time you have exposure and interest well beyond just the close knit group of the person who decided to take the challenge.”

But will this type of challenge oriented fundraiser, whether it be unintentional or by design, last? Craig thinks it’s an opportunity.

“I think it’s the Holy Grail. Many not-for-profit organizations are not just looking for ways to get more donations and interest from donors, but to engage those donors to find other people to buy into the cause,” says Craig.

In the meantime, ALS Interim CEO Tammy Moore is still watching how this event evolves.

“How will it manifest itself?” says Moore. “This happened to be the right moment with the right opportunity.”

The money donated will support client services in provinces across the country, including Ontario, and a national ALS research program.