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Making a Splash: Why Ice Bucket Challenge Could Change Charitable Giving

Houston Texans coach Bill O’Brien, Chief Operating Officer Cal McNair, and Houston Chronicle reporter Brian Smith, pour ice cold water over their head after an NFL football training camp practice on Aug. 14, in Houston. The three were challenged to take the ALS Ice Bucket Challenge to raise money for the ALS Association. The challenge, a social media phenomenon, is part of a program launched by the ALS Association to raise money for fighting ALS, also known as Lou Gehrig's disease. Participants challenge others on video to do it or donate money to ALS before dumping ice cold water over their heads. David J. Phillip / AP

The viral ALS ice bucket challenge may be unleashing a new model for the $300 billion-a-year business of charitable giving.

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