Ice Bucket Challenge Was a Hot Idea

There might never be another Ice Bucket Challenge that was as successful as this one was for ALS research, education and support. Most likely, no one is going to create one to benefit your organization. And no matter how hard you try, you can’t make even your best campaigns go wildly viral.

But you can learn from this one. And when you can get great PR and great fundraising to work together, you never know what you might end up with — awareness, for sure, and maybe $115 million.