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Five ways the ice bucket challenge could change fundraising forever

People are more likely to follow a cause that's personal. A study from the University of Pennsylvania found that people are more likely to feel sympathetic to a cause that has an "identifiable" face behind it.

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At first it seemed like nothing more than hype — as early as last week critics were calling foul, accusing shivering ice bucketers everywhere of "slacktivism" — doing something to make themselves feel good, but not really making a difference.
But now the numbers are in on the viral sensation of the ice bucket challenge — in which friends dare each other on social media to dump a cooler of ice over their heads or donate money to the ALS foundation, or both. And the numbers are real. Between July 29 and Aug. 20, the ALS Association has raised over $30 million. To ...

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