Emily Gorsky explains how physical challenges impact charity fundraising Emily Gorsky explains how physical challenges impact charity fundraising Back in 2014, videos of an “Ice Bucket Challenge” began to surface on social media feeds around the world. These videos featured participants dumping buckets of ice water over their heads, and nominating friends to do the same – all to raise awareness and solicit donations for amyotrophic lateral sclerosis, or ALS (also known as motor neurone disease). The stunt quickly became viral with everyone from Tom Cruise to Mark Zuckerberg and even former US President Barack Obama joining in. But despite its popularity, the campaign was criticised and labelled as “slacktivism”…
Already an F&P Member? Log in
This is an F&P Member exclusive article.
Sign up for a 21-day free trial to continue reading
Or become an F&P member and get access to fundraising insights,
best practice, case studies, thought leadership and more.
Knowledge Hub Access
Exclusive Research and Benchmarks
Dedicated Member Care Manager