One of the biggest stunts online and in social media right now had very low-key beginnings on the professional golf circuit.
The so-called ice-bucket challenge—dump ice water on yourself, post and tag yourself on social media and challenge others to do the same—got its start among golfers as a way to support pet charities. In just a few weeks, it has become a major fundraising coup for patients and organizations with ALS, a neurodegenerative disorder. It is commonly called Lou Gehrig's disease, after the baseball player who had it.
One common stipulation gives 24 hours to complete the dare from the time they are nominated; otherwise, the participant has to donate at least $100 to the ASL Association.
The campaign has caught people ranging from New Jersey Gov. Chris Christie to Facebook chief executive Mark Zuckerberg and performer Justin Timberlake.
As of Thursday, the ALS Association had raised $7.6 million in donations in two weeks. That compares with $1.4 million raised during the same two-week period last year. The donations came from existing donors and 145,918 new donors, said a spokeswoman for the group.