Perhaps because I live in the UK, I came late to the "ALS Ice Bucket Challenge" party. I tend to not watch videos on my Facebook newsfeed (Gangnam Style completely passed me by) and missed the growing number of videos until Justin Timberlake made one. By then, the challenge was everywhere.
At first glance, the challenge baffled me - your options are to dump a bucket of water on your head to avoid donating money or you lose the challenge and are required to donate $100 to ALS? So why were so many people proud of dumping water on their heads? Additional perusal discovered another version where if you choose to dump the bucket of ice water on your head, you are still expected to donate $10 to ALS. Which makes it better, but the $90 difference is rather gaping. Further, how many people understand the point of the ice water is to allow someone to temporarily experience the symptoms of ALS?
I'm one of those people who is of two minds about viral, trendy campaigns that flood Facebook. I always resent the stunts that don't actually accomplish anything in the name of "awareness." For instance, remember when people thought to "raise awareness" about cancer (is this something we really need to raise awareness about these days?) by changing Facebook statuses to the color of their bra-straps - except no one was going to explain why the status was what it was? Or the guilt-laden, chain email style Facebook status updates about cancer, adoption, whatever that want you to donate your Facebook status for 1 hour to acknowledge said cause? And by guilt-ridden, I mean "May I ask a personal favor..... Only some of you will do it, and I know who you are. If you know someone who fought cancer and won, or fought cancer and died, or someone who is still fighting, please add this to your status for 1 hour as a mark of respect and in remembrance. I hope I was right about the people who will." It really is slacktivism at its worst and drives me crazy.
On the other hand, when people take it a step further, impressive things can happen. Last year, there was a no-makeup selfie craze here in the UK. Originally a sign of solidarity with Kim Novak, who was castigated at the Oscars for her appearance, it then morphed into a cancer awareness movement. When it appeared on my newsfeed, the first few only contained vague references to cancer. I felt like the Grinch who stole activism when I pointed out to my co-worker that a) as someone who doesn't wear makeup on a daily basis, I found it vaguely offensive that such a photo is considered "brave," and b) it doesn't do anything for cancer at all. Apparently, I was not the only one to feel that way as people began including links to Cancer Research's donation page or their donation text number. In six days, Cancer Research UK received £8 million in donations.
Which brings us back to the ALS ice bucket challenge. The current total donated to ALS research since July 29th is $31.5 million compared to the $1.9 million raised at the same time last year. As someone who has worked for non-profits in the past and understands how difficult fundraising can be, I know that we would have loved to have created such a wildly effective viral campaign. But I can't help but think about the other important aspect of fundraising - awareness and engagement with the purpose of retaining supporters and donors. How many people have taken the time to learn about ALS? How many will repeat their donations again or volunteer some time? Will these same people vote for politicians who support increasing federal funds for medical research, something that is often cut in the name of austerity?
I did not take a selfie nor will I dump ice water on my head, despite being tagged for both. I am always happy to give to good causes, although I am uncomfortable advertising such donations. The accusations of "slacktivism" or "narcissism" come from the easy and public nature of viral campaigns - it takes very little time and effort to participate and it also draws attention to you when you post it on social media. And honestly, in a personal capacity, I prefer to do something more if I want people to support a cause I care about. Last year, I participated in a Burlesque night to raise money for Macmillan Cancer Support. We spent months learning dances, putting together costumes, and planning a whole evening. I have such respect for the people who push themselves physically in the name of a charity, whether it's running a marathon, facing a fear of heights by jumping off a bridge, or even swimming the English Channel. Or the people who volunteer their time for organizations and charities or travel to help people not in their community. And especially those who stand in crowded shopping centers or train stations with their buckets for hours - that is an absolutely thankless job.
I have read a lot about the ALS ice bucket challenge. There are articles that focus on how much money has been raised and pieces on how this is, of course, slacktivism. I've even read the satirical ones that mock the water wastage during the drought conditions in California. What has been the most interesting have been the opinions of my friends on Facebook - some chose to donate to other charities, some were really creative in their delivery, some were aggressively supportive and others vehemently against - as they've all given me something to think about. And I hope that this gives them something to consider as well: for those who participated, how can you keep the charitable momentum going outside a quick video and donation? Those who did not, is there anything else meaningful that you could choose/have chosen to do instead?
At first glance, the challenge baffled me - your options are to dump a bucket of water on your head to avoid donating money or you lose the challenge and are required to donate $100 to ALS? So why were so many people proud of dumping water on their heads? Additional perusal discovered another version where if you choose to dump the bucket of ice water on your head, you are still expected to donate $10 to ALS. Which makes it better, but the $90 difference is rather gaping. Further, how many people understand the point of the ice water is to allow someone to temporarily experience the symptoms of ALS?
I'm one of those people who is of two minds about viral, trendy campaigns that flood Facebook. I always resent the stunts that don't actually accomplish anything in the name of "awareness." For instance, remember when people thought to "raise awareness" about cancer (is this something we really need to raise awareness about these days?) by changing Facebook statuses to the color of their bra-straps - except no one was going to explain why the status was what it was? Or the guilt-laden, chain email style Facebook status updates about cancer, adoption, whatever that want you to donate your Facebook status for 1 hour to acknowledge said cause? And by guilt-ridden, I mean "May I ask a personal favor..... Only some of you will do it, and I know who you are. If you know someone who fought cancer and won, or fought cancer and died, or someone who is still fighting, please add this to your status for 1 hour as a mark of respect and in remembrance. I hope I was right about the people who will." It really is slacktivism at its worst and drives me crazy.
On the other hand, when people take it a step further, impressive things can happen. Last year, there was a no-makeup selfie craze here in the UK. Originally a sign of solidarity with Kim Novak, who was castigated at the Oscars for her appearance, it then morphed into a cancer awareness movement. When it appeared on my newsfeed, the first few only contained vague references to cancer. I felt like the Grinch who stole activism when I pointed out to my co-worker that a) as someone who doesn't wear makeup on a daily basis, I found it vaguely offensive that such a photo is considered "brave," and b) it doesn't do anything for cancer at all. Apparently, I was not the only one to feel that way as people began including links to Cancer Research's donation page or their donation text number. In six days, Cancer Research UK received £8 million in donations.
Which brings us back to the ALS ice bucket challenge. The current total donated to ALS research since July 29th is $31.5 million compared to the $1.9 million raised at the same time last year. As someone who has worked for non-profits in the past and understands how difficult fundraising can be, I know that we would have loved to have created such a wildly effective viral campaign. But I can't help but think about the other important aspect of fundraising - awareness and engagement with the purpose of retaining supporters and donors. How many people have taken the time to learn about ALS? How many will repeat their donations again or volunteer some time? Will these same people vote for politicians who support increasing federal funds for medical research, something that is often cut in the name of austerity?
I did not take a selfie nor will I dump ice water on my head, despite being tagged for both. I am always happy to give to good causes, although I am uncomfortable advertising such donations. The accusations of "slacktivism" or "narcissism" come from the easy and public nature of viral campaigns - it takes very little time and effort to participate and it also draws attention to you when you post it on social media. And honestly, in a personal capacity, I prefer to do something more if I want people to support a cause I care about. Last year, I participated in a Burlesque night to raise money for Macmillan Cancer Support. We spent months learning dances, putting together costumes, and planning a whole evening. I have such respect for the people who push themselves physically in the name of a charity, whether it's running a marathon, facing a fear of heights by jumping off a bridge, or even swimming the English Channel. Or the people who volunteer their time for organizations and charities or travel to help people not in their community. And especially those who stand in crowded shopping centers or train stations with their buckets for hours - that is an absolutely thankless job.
I have read a lot about the ALS ice bucket challenge. There are articles that focus on how much money has been raised and pieces on how this is, of course, slacktivism. I've even read the satirical ones that mock the water wastage during the drought conditions in California. What has been the most interesting have been the opinions of my friends on Facebook - some chose to donate to other charities, some were really creative in their delivery, some were aggressively supportive and others vehemently against - as they've all given me something to think about. And I hope that this gives them something to consider as well: for those who participated, how can you keep the charitable momentum going outside a quick video and donation? Those who did not, is there anything else meaningful that you could choose/have chosen to do instead?
