Unless you’ve been living under an igloo, you know that the Ice Bucket Challenge has become not only the social media phenomenon of the summer but the new benchmark for how peer-to-peer fundraising can create massive impact. The Ice Bucket Challenge has been the perfect blend of accessible, fun activity; understandable, compelling cause; and networked social proof. In other words, it’s something easy that people want to do, for people they want to help, in a way that allows them to show and enlist their friends and family.
The Challenge continues to grow and we imagine it will have a tail well into the fall. At the same time, momentum is slowing significantly as the peer-to-peer networks that the Challenge has been tapping into become saturated. The graphic below shows the huge growth we’ve all been watching. But it shows something else, too — as the Challenge taps into new audiences, the average daily donation has decreased markedly.