Ice Bucket Challenge Was a Hot Idea
Did you take the ALS Ice Bucket Challenge? Even if you didn’t, I’ll bet you at least talked about it.
Sure, the crazy-viral, social-media-based fundraiser has its critics. But come on! It was creative. It was fun. It was engaging. It was nothing short of a phenomenon! Wow!
Countless nonprofits use social media to create buzz. But when asked the tough question about how much money their social-media campaigns raised, they stare at their shoes and mumble about engaging younger audiences. The ice-bucket social-media campaign raised, at last count, $115 million and added more than 3 million new donors to the ALS Association’s file.
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
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