In a Second Go-Around, Response to 'Ice-Bucket Challenge' Is Muted - The Chronicle of Philanthropy

In a Second Go-Around, Response to 'Ice-Bucket Challenge' Is Muted - The Chronicle of Philanthropy: "If the 2014 "ice-bucket challenge" was a roaring hurricane of YouTube videos and cold soakings, the 2015 version might be described as a tepid sprinkle.

The campaign, which the ALS community hopes to make an annual event — with the tagline "Every August until a cure" — has generated $500,000 in donations this month for the ALS Association, officials said Wednesday. Last year, the charity took in $115 million as the biggest beneficiary of the organic, social-media-fueled fundraising drive."



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