The "Ice Bucket Challenge" continues to spread like wildfire on social media, with more and more celebrities and ordinary people alike stepping up and stepping under a bucket of cold water for a cause. The Wall Street Journal reports that on August 18, as many as 1,887 challenge-related tweets were sent every single minute.
The viral fundraising effort is generating money to research Amyotrophic lateral sclerosis (ALS), a degenerative illness that is also known as Lou Gehrig's disease. To participate, you simply post a video online of yourself dumping a bucket of ice cold water over your head with the hashtag "#icebucketchallenge". Tag three friends and dare them to do the same or else give money to an ALS charity. Many participants are choosing to both accept the challenge and make donations. Everyone from Facebook's Mark Zuckerberg to the Red Sox's David Ortiz have jumped on the bandwagon.
Forbes Magazine reports that the ALS Association has raised $15.6 million through the challenge, about nine times its normal fundraising rate. According to The Washington Post, Project ALS says its current giving levels are 50 times what they usually are.
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