This is NOT an Anti-Ice Bucket Challenge Post But…..


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This is NOT one of those anti-ice bucket challenge blog posts that some have written in order to try and gain as much notoriety as the challenge videos themselves.  Most of those anti-icers are from individuals or groups that are jealous that they didn’t come up with something so simple to execute and successful… in my humble opinion.

But was the campaign successful?

The videos have whipped up a social media storm, and the Ice Bucket Challenge is making a major splash in Minneapolis. In just 2 weeks, more than $13 million has been raised — and so has awareness of ALS.

Since July 29, the ALS Association has welcomed more than 250,000 new donors.

Details here

It certainly seems that it was.  And it was all based on the fact that people love to perform and show themselves on social media having fun, doing funny things and doing something to help.  Even for the ones who didn’t donate, they still raised awareness.

So the Ice Bucket Challenge phenomenon has done what it was supposed to do….increase donations and increase awareness of ALS.  Now, under the theory of our OutreachU principles of building Authentic Appropriate Relationships and the Targeting Matrix, it is up to the ALS folks to take the data (emails, demographic info, etc), put it into some type of CRM or Donor Management System and leverage the data.

That does not mean start sending pesky email blasts to all of the new email list-ees.  This means learning more about those who donated, why they donated, what is important to THEM and then use that information to build a relationship with each donor…. just as a for-profit company, like Amazon or QVC might do to move a customer’s feelings toward the brand from a neutral “I-kind-of-now-about-ALS” to a loyal “I-did-the-ALS-Ice-Bucket-Challenge-and-now-I’d-like-to-be-and-advocate-for-ALS” position.

Retaining some of the new donors is the real challenge to the ALS organization.


BTW, in case you live under a rock, the Ice Bucket Challenges are being done to raise awareness of Amyotrophic lateral sclerosis (ALS), often referred to as Lou Gehrig’s Disease.