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Can fundraising marketers recreate the #icebucketchallenge?

Posted by Tom Megginson | 21-08-2014 18:11 | Academy | Category: Social Marketing


Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS.

If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here.

To be honest, I felt that the movement had passed its high-water mark when I saw Justin Bieber do it. But as all internet fads do near their end, it now saturates my Facebook and Twitter feeds. In other words, it’s impossible to ignore.

That’s great news for the ALS Association, who have seen a $30 million fundraising spike this summer. It’s also meant a great deal, personally, for people with ALS (and their families), like Anthony Carbajal to have this really brutal issue made top-of-mind.

But what does the phenomenal success of this fundraising meme mean for the future of fundraising? As a social marketer, I can’t help but take a cold, hard look at how things have — or have not —changed.

Source: Feature Image: "Crystal structure of hexagonal ice" via Wikimedia Commons

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