Remember the summer of the ice bucket challenge? Lots of videos of creative people and celebrities dumping buckets of ice water on their heads, initially as a way to raise challenge money for a non-profit. It raised more money than anyone, including the ALS Foundation which sponsored it, expected.

The good news: The money did raised succeeded in funding a research breakthrough. A key gene has been identified.

The odd insight: The money raised had less to do with ALS and more to do with a viral stunt. As the outcome shows, there’s a value to the work non-profits do; but, there’s little rationality behind what we fund. Imagine, as many of the other non-profits are doing, what could happen if they all got similar responses.

Thanks to everyone who contributed, regardless.

(Click on the photo for the link.)



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