Ice Bucket Challenge Was a Hot Idea

Successful public relations has to create an environment in which your fundraising works better.

The Ice Bucket Challenge got more people wondering about, learning about and talking about ALS than the ALS Association itself could ever have dreamt.

Better still, the “ask” was built right into the social-media campaign! Participants were challenged to either do the ice bucket part and make a $10 donation to ALS or forget the dousing and donate $100. Most included those stipulations in their subsequent challenges, as well as the ALSA website.