The challenge. The ALS Ice Bucket challenge was an exemplary campaign that went viral – really viral. The ALS Association, a national non-profit organization fighting Lou Gehrig’s disease, received $31.5 million in donations between July 29 and August 20 compared to $1.9 million during the same period the previous year. Since July 29, it received $115 million in donations which continue to flow even as media attention wanes