Ice Bucket Challenge Benefits ALS Association, Challenges Other Charities

Updated: 08/18/2014 7:44 PM
Created: 08/18/2014 6:46 PM
By: Cassie Hart

You've probably seen the videos online where people pour buckets of ice water on their heads.

The social media campaign is catching on, and the donations continue to climb for the ALS Association. They said the Ice Bucket Challenge has helped raise more than $15 million so far this year. That is compared to just $1.8 million at this time last year.

The ALS Association says the internet sensation could be setting a new bar for other non-profits when it comes to raising money.

Kris Kewitsch, the executive director at the Charities Review Council, says the spike in donations shows the characteristics of the new generation of donors. She says people are donating, not because they did their research and chose a charity they believe in, but because a friend challenged them and the videos are fun to do.

Kewitsch says other charities are constantly working to come up with creative new ideas to encourage donations to flow in. She also says once people stop participating in the Ice Bucket Challenge, it will be a challenge for the ALS Association to keep the donors, because they don't necessarily have an established relationship with the organization.

Minneapolis/St. Paul

Few Clouds
86° | 65°
  • Feels like: 81° F
  • Wind: WNW 14mph
  • Humidity: 36%