Charities don’t have big marketing budgets to run far-reaching social media campaigns. The ALS Foundation started a viral trend in which people were invited to pour a bucket of ice-cold water on themselves to illustrate how a person with ALS feels every day. Participants recorded videos and then tagged their friends and asked them to either do the challenge or donate to the ALS foundation.

The Ice Bucket Challenge saturated social media, with over 17 million videos made with more than 70 billion views. 159 countries participated and more than $220 million was raised.