Facebook and Twitter newsfeeds have been taken over by the “Ice Bucket Challenge!” In case your brain literally froze from all the ice, you know by now that the viral sensation recently exploded in an effort to generate awareness for The ALS Association, a nonprofit dedicated to finding a cure for ALS (also known as Lou Gehrig’s disease) and supporting those afflicted with the progressive neurodegenerative disease. The challenge is: Within the next 24 hours, either pour a bucket of ice water over your head, or make a donation to an ALS charity ─ preferably both. Then, post video proof on social media and tag those you want to challenge.

Sure, you may be ready for your newsfeed to once again be filled with selfies and dog shaming pictures, but there are a few things that I’d like to address about this campaign before it burns out:

Volunteers are powerful!

Kudos to Pete Frates and his family for helping to start something amazing. The former Boston College baseball captain, age 29, has lived with ALS since 2012 and is an active volunteer for The ALS Association Massachusetts Chapter. Think about it…one person started a silly game with good intentions that GREATLY impacted the cause (and your own social media page).

Donations from the Ice Bucket Challenge have surpassed $32 MILLION…because of ice! Again…simply amazing. The Florida Chapter has received $50,000, compared to $21,000 during the same time period last year (July 29 to August 19).

“The ALS Association Florida Chapter is the only organization in our state solely dedicated to caring for people with Lou Gehrig’s Disease,” said Alissa Gutierrez, Florida Chapter spokesperson. “We hope people will designate The Florida Chapter as their ALS charity of choice by going to www.ALSAFL.org.” Funds raised support patient care and programs, research to speed a cure, advocacy, and awareness efforts.

Could we have done better?

As a communications professional, I am truly thrilled that The ALS Association has received this monumental spotlight. Think about how big this Ice Bucket Challenge became…Oprah, Bill Gates, Lady Gaga and, of course, tons of your Facebook friends all participated. But, in my opinion, not everyone did it right and I sure wish they had. Many of the videos that I watched simply included the standard brief script of “I’m taking the Ice Bucket Challenge for ALS.” I just wish participants would have helped a little more by adding in helpful information, such as the website (http://www.alsa.org/) or a fact; kind of how President Bush did after he challenged President Clinton. Or, better yet, still donated (even just $1 or $5) to contribute financially.

Now that the ice is burning down…

I’ve started to see Facebook posts and news articles with a little backlash about the challenge hype and newsfeed takeover. So, I expect that the Ice Bucket Challenge will start to cool off. And if you want it to burn out sooner than later, I advise that you opt for the financial donation (and tag your challengers via text) instead of posting a video. However, I am certainly not wishing the campaign to end; again, I am amazed and impressed by it. So I asked Alissa Gutierrez, of The ALS Association Florida Chapter, what she thought about the campaign’s success and she shared, “I can simply say that ALS hasn’t had this kind of attention since Lou Gehrig was diagnosed more than 75 years ago! We are thrilled that, for the first time, people outside of our small ALS community are talking about this disease. We have such a long way to go with research – the money coming in at the national level will certainly be put toward promising pathways to a cure – and locally, in Florida, we will use any funds received to help our patients. Until there’s a cure, there has to be care. We know this thing (the challenge) will finally run its course, but the legacy that it will leave is one we are so very grateful for – we now have an audience.”

Well said Alissa! Again, I tip my bucket (I mean my hat) to Pete Frates, The ALS Association and, of course, the MANY participates who took the challenge.

Social media dictates our actions…

Wow, it’s incredible to think about the direct impact that social media can have on philanthropy. Alissa is right: Not only will this campaign have a lasting legacy for The ALS Association, but for social media engagement as a whole. Get ready for the next big campaign!

Please share your comments about the Ice Bucket Challenge with Orlando Family Magazine.