Ice Bucket Challenge Was a Hot Idea

But still, once it started catching on, the success was a brilliant and all-too-rare combination of public relations and fundraising.

Let’s start with public relations. People can’t give to you if they don’t know you’re there, and people won’t give to you until they are persuaded of the importance of your work. PR’s job is to (a) build awareness of your organization and (b) position you as a valuable contributor to society — hence, worthy of support.