Yes, There Is a Challenge With the ALS Association Ice Bucket Challenge

By Angie Moore

One thing is for sure — this is going to be written up in marketing textbooks one day and tracked by all of us over the next year to find out 1) what did ALSA do with all the money 2) what did it do with all those new donors and 3) how does the dust settle in the long run for ALSA.

But I'll say this — my 9-year-old was challenged by at least five of his friends, and he did it. He understood what it was about. He tells people he donated. He asked to look at Facebook daily so he could see all the videos. He watched me (in my video) relate my ability to pick up that ice bucket to those suffering with ALS and the weakness they get in their limbs and the ultimate paralysis. So all the questions I have are important, but if even half of the parents who let their kids "take the challenge" explained to them what they were really doing, this viral challenge has planted some very important seeds for the future. All the haters need to just be quiet (and go to their therapists and have a special session on "jealousy").

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Vice President, Strategy & Development
Eleventy Marketing Group

Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.

Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.

Yes, There Is a Challenge With the ALS Ice Bucket Challenge