A large group partaking in the Ice Bucket Challenge
Credit: Elise Amendola, TIME
Social media has been taken by storm lately by the Ice Bucket Challenge. The concept is a simple dare; individuals are asked to pour a bucket of ice-cold water over their heads within a 24 hour period or else they must donate $100 to the ALS Association (a non-profit organization dedicated to fighting ALS, also known as Lou Gehrig’s Disease). Should they choose to dump the ice over their heads, they must film it, then post the video on to social media (such as Facebook or Instagram) and pass the challenge on to friends. Some variations call for a $10 donation even if the participant soaks him/herself.
At first glance, this trend might seem quite ridiculous; donate $100 or endure a cold bath for a couple short seconds? As ridiculous as such a task may seem, it has proven remarkably effective. The ALS Association has fully embraced this viral campaign and rightfully so; since July 29, donations to the campaign have reached 16 times the amount raised over the same period as last year ($31.5 million compared to under $2 million).
Outside of the large sum of money that has been raised by the campaign, it has also dramatically increased awareness for the disease and the research needed to tackle it. There is no denying that, or else there would not have been such a large increase in donations. It is extremely difficult to deride a campaign that has raised so much money and awareness. However, from a philanthropic point of view, the Ice Bucket Challenge does more harm than good.
Yes, this campaign has raised millions of dollars for research in combatting a horribly debilitating disease, which is marvelous in its own right;however the Ice Bucket Campaign is itself inherently negative. There exists this idea that being doused in freezing cold water is preferable to donating to ALS research, which is the wrong type of message that is being sent. The message that giving is positive and extremely rewarding needs to conveyed, not that it is a punishment, or an alternative to an ice-bath.
Additionally, these acts of charity seem to be more about the individual than the cause. Individuals attempt to think of creative ways to complete the challenge as a way of garnering more ‘likes’ on social media, usually at the expense of ALS entirely. Many videos hardly mention the disease and for many it is just a chance to do something out of the ordinary with friends.
Furthermore, the long-term prospects are hazy. What are the chances that those donating will continue to help past the first donation and become a consistent donor, or even just continue to show support for organizations fighting the cause in general? Here at the Center for Arab American Philanthropy (CAAP) we make sure to actively engage with donors, provide strategic giving tools such as donor-advised funds, and create a relationship so as to encourage them to continue supporting our work, as well as causes that matter most to them. How will the various ALS organizations ensure the longevity of their donations made as a result of the Ice Bucket Challenge?
Rather than choosing the cold shower as an alternative to punishment in the form of a donation, I encourage others to donate along with the frigid bath, as well as provide information about the cause that the ALS Association represents and urge people to help any way they can. Or, why not just give directly and skip the ice bucket all together? If helping those suffering from ALS is a cause that matters to you, then support it because it is a cause worth fighting for. What more motivation does one need to donate than a strong desire to help?
-Dillon Odeh
Intern, CAAP