Dive Brief: 

• The ice bucket challenge — a digital viral hit that encourages people to post a video pouring ice water on themselves or donate $100 to ALS research— has actually done some good despite criticism. 
• Some have criticized the viral movement as a form of "clicktivism" in that it shows the good will of the participants rather than actually raise any awareness or funding. 
• According to research from Time, the stunt has raised over $2.3 million since July 29, including $1 million over just the past week. Marketing tech firm Amobee said keywords for ALS have skyrocketed and the majority of mentions don't include the ice bucket challenge. 

Dive Insight: 

On the surface it can seem like a self-serving move to post a video rather than just donate money to a cause, but the data shows the movement is working. And having high profile celebrities like Jimmy Fallon and Kate Mara behind the cause could definitely have helped it gain traction