The Ice Bucket Challenge was launched by the ALS Association, a charity that conducts research into the motor neurone disease, amyotrophic lateral sclerosis, as a fundraising campaign. Those who take part in Britain will be donating to the Motor Neurone Disease Association and Macmillan Cancer Support. The challenge involves a person having a bucket of iced water thrown over their heads. This person then nominates two of their friends to do the same within 24 hours.

There are several reasons for the campaign’s success that other charities would do well to note. It is fun to do and takes very little commitment, probably no more than 15 minutes to arrange and perform. The fact that celebrities such as James Franco and Lady Gaga have got involved lends it credibility and wider exposure. But perhaps most importantly, it brings people together in a common cause.

The President and CEO of the charity, Barbara Newhouse, said, “We have never seen anything like this in the history of the disease. We couldn’t be more thrilled with the level of compassion, generosity and sense of humor that people are exhibiting as they take part in this impactful viral initiative.”
Since the campaign has gone viral, the ALS Association has received donations amounting to $4 million, compared with $1.12 million donated during the same period of July 29th and August 12th last year.