Life After the Ice Bucket: Can the ALS Association Repeat Its Unexpected Viral Success?

Challenge now is what to do next

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Remember that summer when you couldn't sign into Facebook without seeing your neighbor or favorite celebrity dumping a bucket of ice over her head?

In 2014, the Ice Bucket Challenge raised $115 million during a six-week period for the ALS Association, the national nonprofit that funds research for and promotes awareness of amyotrophic lateral sclerosis (ALS).

The challenge, which ultimately became an award-winning viral campaign, had been popular on the professional golf circuit for years, benefiting various charities.

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