The biggest early success with stunt philanthropy online was the ALS ice bucket challenge.
People taking the challenge uploaded short videos in which someone dropped a bucket of icy water on their head. They then posted these clips on their social media accounts, tagging others to do the same and to donate to the ALS Association. Participants ranged from high school students to Bill Gates and Mark Zuckerberg. Even Donald Trump took the challenge, before his presidency.
The campaign raised an estimated US$115 million in 2014 for research tied to amyotrophic lateral sclerosis — a fatal neurological condition for which there is no cure.