According to new research commissioned by the Charities Aid Foundation and carried out by ComRes, 17% of Brits took part in the Ice Bucket Challenge, and one in ten donated to charity as a result, making it the most successful social fundraising campaign to date.
Deborah Fairclough, Head of Research at the Charities Aid Foundation, said: “Social media is a fantastic way to help organisations big and small reach new supporters and spread awareness about their cause – and this year in particular we’ve seen an explosion of really creative campaigns.
“It’s amazing to see people giving that little bit extra in order to get involved in movements like the Ice Bucket Challenge, whilst still maintaining their support for their favourite charities.
“What we need to do now is help turn these one-off trends into a lifetime of support, getting more people involved in social action regularly – something we hope to achieve by bringing the international giving day #GivingTuesday – to the UK in December this year.”
Previous research from Voucher Codes Pro found that 56% of people who had done the challenge didn’t donate.
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