One of the big trends this summer has been the ALS Association’s remarkable success with its “ice bucket challenge,” but the very success of the campaign could pose a challenge of its own to the ALS Association and other charities.
The association, which raises funds to combat amyotrophic lateral sclerosis, commonly known as Lou Gehrig’s Disease, has raised $94.3 million in donations since July 29, the nonprofit said Wednesday, compared to $2.7 million during the same time period last year of July 29 to August 27. The campaign has spread across social media, with people challenging each other via social networks like Facebook and Twitter to either dump a bucket of ice over their heads or send a donation to the charity’s worthwhile cause. The nearly $100 million in donations this summer has come from both existing donors and some 2.1 million new donors.
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