I just clicked through to read PCMA's What Your Organization Can Learn from the Ice Bucket Challenge in terms of fundraising, and found it interesting. And I think Carolyn Clark, who wrote the piece, is right in pointing out what makes it work: It's a simple, easy, call to action that makes it fun(?) to share while helping a cause. No one could contest that has been a huge boon to the ALS Foundation, which saw its charitable giving increase close to 10-fold already over last year, and the ice bucket wave shows no signs of receding in the near future.

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