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This Week's Editorial
Ice bucket challenge a viral phenomenon PDF Print E-mail

By Russ Pankonin, The Imperial Republican

Unless you’ve been living in a cave, everyone knows about the ice bucket challenge that’s sweeping across the country. Driven by social media, the challenge has raised more than $90 million in a month, with proceeds going to help find a cure for ALS, more commonly known as Lou Gehrig’s Disease.
It’s quite possible the ice bucket challenge could change the landscape of fundraising for non-profit organizations and entities.
I’m familiar with a challenge grant, where one person offers to donate a set amount of money, if others can match it. That’s where the challenge comes in.
But through the use of social media, the ice bucket challenge has gone viral, with people challenging their friends, neighbors, family, co-workers, etc., to accept the challenge or make a donation if they refuse.
People who never even knew about Lou Gehrig’s Disease are finding themselves enduring a cold splash AND making a donation to the cause. Plus, they are becoming aware of just how debilitating the disease can be.
I’ve seen the ravages of ALS. I had an aunt who died from ALS and my wife, Lori, lost a dear uncle to ALS.  It’s a nasty disease that still has no cure.
Like many of you, I too have been challenged to take the ice bucket challenge—and I will, along with Lori.
What’s unique about the ice bucket challenge is that it’s involved people of all ages in all walks of life. People who never dreamed of making a contribution to the ALS Association are doing so.
Perhaps this movement will help people realize the gratification that comes in giving back in some way. Perhaps it is just what this country needs to instill in a new generation the importance of sharing their time, their talents and their treasury with others.
Brrrrrr. I can feel it now. Oh well, it’s all for a good cause.


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