Ice Bucket Challenge Was a Hot Idea

Most social-media campaigns do a great job of building awareness of a cause or an organization. In other words, they can be great PR. But let’s admit that they are rarely great fundraising.

Nonprofits need to stop telling us that if we like them on Facebook or click on a link, we’re helping cure a disease. We’re not. What helps cure a disease is if we donate money so they can fund life-saving research.