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The ice bucket challenge: one-hit wonder or the future of fundraising?

Sarah Vizard

The ice bucket challenge has been almost impossible to miss for anyone on Facebook or Twitter with millions of people throwing buckets of water over their head and donating money to charities including Macmillan and the Motor Neurone Disease Association (MDNA). Both have seen a big increase in donations, but is there a longer term benefit of these viral campaigns?

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