Emily Gorsky explains how physical challenges impact charity fundraising

Back in 2014, videos of an "Ice Bucket Challenge" began to surface on social media feeds around the world. These videos featured participants dumping buckets of ice water over their heads, and nominating friends to do the same – all to raise awareness and solicit donations for amyotrophic lateral sclerosis, or ALS (also known as motor neurone disease). The stunt quickly became viral with everyone from Tom Cruise to Mark Zuckerberg and even former US President Barack Obama joining in.

But despite its popularity, the campaign was criticised and labelled as “slacktivism” by some, with questions  about whether participants were in fact donating to the cause, and if the challenge genuinely raised meaningful awareness about the disease.

In 2016, the ALS Association finally published the campaign results detailing the impact of the Ice Bucket Challenge. They reported that the challenge managed to raise an incredible US$115 million for the organisation, funds which would go towards…

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