Restarting the super successful giving campaign proved difficult. So difficult, that chances are, you probably didn't even know it was happening. Here's why.
In case you were living under a rock last summer, there was a fundraising phenomenon called the Ice Bucket Challenge. The "make a video of yourself throwing a bucket of ice-cold water over your head" in support of ALS went viral, raising over $115 million and attracting 2.5 million new donors. The campaign was part of the global zeitgeist in August, 2014—even spawning international knock offs like the Rice Bucket Challenge in India.
