3 Reasons Why The Ice Bucket ALS Challenge Is Wildly Successful

The ALS Association launched an unavoidable media phenomenon. Fueled by social media, the “ALS Ice Bucket Challenge” involves individuals pouring a bucket of ice water on themselves while videotaping it, posting it to their social media, and challenging friends to do the same, all in support of awareness and fundraising for the ALS, and it has been an unprecedented success (it’s even been sweeping the Delucchi office). As of today, The ALS Ice Bucket Challenge has raised $41.1 million dollars for its cause. The concept is working for several reasons:

1. The barrier for entry is low.

How much easier does it get? All the ALS Association has asked individuals to do is to get a container of ice water and pour it on themselves while being filmed. That’s it!  It takes less than 5 minutes and costs nothing.  It is way easier than most surveys or contests seen in media today and, to make it even more interesting, individuals are supposed to challenge others, which creates a complete domino effect for the challenge.

2. It gets people out of their comfort zones, but isn’t too irrational.

The challenge is actually really funny to watch, the reactions of individuals are priceless and how often do you see friends and celebrities pouring freezing cold water on themselves.  We’ve all texted a charity to give monetary donations, donated toys, supplies or canned food. This is asking individuals to do something in the name of a good cause we often don’t see.  Individuals can feel somewhat cutting edge and adventurous without a huge commitment or getting too crazy.

3. It taps into people’s desire to give back and do good.

The challenge allows everyone to participate and gives them an outlet to give back.  American’s are very busy and don’t always have the time or resources to drop everything they are doing to volunteer a full day or give money to every charity that asks for it.  Because of this, I think there is a niche in fundraising and awareness marketing that this campaign filled. It helped the ALS Association raise awareness and money as well as fulfilled a need for individuals to give back and to help others.  A win-win for both parties involved.

The success of the Ice Bucket ALS Challenge raises good questions of what’s coming next. How will the next viral act of charity be different?