In the UK, other charities have benefited with Macmillan Cancer Support raising £3m from challenges. Water Aid has seen a spike in donations, including £47,000 in one day - 50% higher than it ever received in a single day before. The money came in part from people bemoaning the water wasted in the challenges.
But the other purpose of the campaign has been in raising awareness.
"Do you think Anna Wintour, Kate Moss and Victoria Beckham were talking about ALS a few months ago? No, I very much doubt it," says Shannon Murray, an actor, writer and disability rights campaigner.