title: Take the plunge (for charity).
abstract: The Ice Bucket Challenge, a social media-driven fundraiser for the Amyotrophic Lateral Sclerosis (ALS) Association, has raised over $100 million to date. Despite criticisms of this fundraiser, efforts to understand why it has been so successful and how to sustain its momentum would benefit its cause--research funding--and may inform future charitable campaigns.
mesh_terms: D000690:Amyotrophic Lateral Sclerosis / Q000191:economics*; D002608:Charities / Q000191:economics*; D005653:Fund Raising / Q000379:methods* / Q000639:trends; D006801:Humans