The ALS Ice Bucket Challenge was wildly successful in raising awareness of ALS and brought in millions in donations last year. Yet there were no complicated communications strategies, no metrics communicated to local offices and no costly branding campaign.
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The Ice Bucket Challenge went viral simply because we told one another about it -- and everyone liked the idea. We challenged one another to either donate or face a downpour of ice-cold water -- and most people ended up doing both.
Why did it work so well? Because it was a great cause, we all had a role to play, we shared what we had done and we wanted to be asked.
While most of us won’t likely be on the front lines of the next Ice Bucket-like promotional action, that experience was instructional: It answered the questions, How do we get others excited and interested in the next great cause? How do we get people involved in work that matters? How do we get them interested in the products/services we offer?
Sure, we can tell people about our Next Big Idea. But ideas spread organically only when people decide that they really want to join in.
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