Soon, the Ice Bucket Challenge craze will burn out. It’s been extremely successful, but as the gimmick runs its course and America goes back to school, the ALS Association won’t keep receiving average donations of more than $1 million per day as they have during the month of August.
Maybe you already have some ice bucket fatigue of your own. After all, how many videos of a friend dumping ice on her head can you watch before you start ignoring them all?
In the short term, it’s clear this campaign worked, even if unintentionally. It’s wonderful they raised so much money. It’s also wonderful that so many people are more aware of ALS.
But in the long term, this stunt’s success has created some big challenges:
- Most only donated because a friend challenged them to do so.
- These new donors may not care about ALS as a long-term issue.
- They likely have no lasting relationship with the ALS charity to which they donated.
So, is there really an opportunity to steward any of the nearly 500,000 new donors up the “ladder of engagement?” Is there a chance to turn some of these impulse donors into lifetime supporters? ALS charities may have hit the jackpot, but now the hard work of cultivation begins.
How can the Ice Bucket Challenge have a long term positive impact for the ALS Association?
The answer can be found by remembering the oldest sales trick in the book.