10/15/2014 03:46 pm ET Updated Oct 15, 2014

Viral Fun Is The New Philanthropy 2.0

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More than $100 million.

That’s how much the ice bucket challenge has raised for ALS, courtesy of three million plus people. According to the ALS Association, that represents a 3,500% increase from the $2.8 million that the organization raised during the same time period last year.

It doesn’t take a rocket scientist to pinpoint why. Fun, social media, dare, fun, easy, viral, important cause, funny, catchy. And fun.

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