ALS Hits Jackpot With Water Buckets

In today’s world of social media fundraising, the ALS Association has hit the jackpot – and created a social media model that nonprofits everywhere are anxious to exploit. But can they? Some of the richest and most powerful figures in business, politics, media and sports – from Mark Zuckerberg to George W. Bush to Oprah Winfrey to Dale Earnhardt Jr. – have happily shared videos that show buckets of cold water being dumped on their heads. It’s all for the cause of funding research into amyotrophic lateral sclerosis, a neurodegenerative illness commonly known as Lou Gehrig’s disease. As of Thursday, the organization’s Ice Bucket Challenge has raised $94.3 million since July 29 and spread information about ALS to millions of Facebook and Twitter users. The association raised $2.6 million during the same period last year/ McClatchy-Tribune . More here . (AP File Photo: Minnesota Gov. Mark Dayton accepts Water Bucket challenge)

Question: You be the fund-raising expert. How can any other nonprofit agency top the Water Bucket Challenge?