This week my Facebook feed has been bombarded with friends doing the Ice-Bucket Challenge. I’ve seen some pretty interesting adaptations (including a traveling friend who had no bucket, so jumped off a 60 foot cliff into the ocean instead – kudos Rob). I’ve also seen a number of what some people might call “haters” questioning the merits of the whole endeavor. With feelings running strong on both sides, I couldn’t help but join into the fray. What should we make of this fad?
The Results
I think the first thing we should notice is just that: it’s a fad. That said, it’s a fad I wish I had thought of. Working for a small non-profit myself, I would be the hero of the century if I could increase our revenue by such huge percentage with a random viral challenge. So I think the first thing we should recognize is: There is absolutely nothing wrong with using crazy marketing stunts like this to raise money for a worthy cause.
With the exception of the many who seem to have trouble dumping water on themselves, there is no harm in the challenge, and it will hopefully do significant good for the state of research for ALS.
So before I move on, I want to emphasize the importance of the outcome. The outcome is very positive, so from that perspective, the ice bucket challenge is great. And I applaud anyone who has participated with the goal simply of increasing funds going to this research.
Everything Else
But regardless of the outcome, why has this particular endeavor been so successful? And what does the answer to that question tell us about American society? Anything that goes viral tells us something about the deep desires of the society hosting the “virus.” What is this “virus” exploiting so effectively in our society?
A Google search tells me that, among all taxpayers (not just those who itemize tax deductions), charitable giving in the US averaged between 2 and 2.5% of income in 2008 for all those with income less than $500,000 (the most recent I could find for this total population data). With a median income in the US of $51,000, 2% would amount to just over $1,000 per year given to charitable causes, including religious organizations. Why do we spend so little on causes we claim to care about, when we are willing to spend so much of our income on frivolity (consider the hordes of low-salaried young people who will spend $100-200 in a single night on alcohol, and that multiple times per month)?
The rather obvious fact is, people want to spend money on themselves, regardless of what they say about their beliefs or goals. That is why it takes a gimmick to bring out donations in any sizable amount from the population at large. That doesn’t make the ice bucket challenge bad; it makes it savvy.
But there have been other gimmicks. Why has this particular gimmick been so effective?
Some of the response is chance – the right influencer dumps water on his head at the right time, and it takes off. But it never would have gone viral if not for the fact that we all want to appear as good, generous people online. No one is going to applaud my generosity—or my well-apportioned swimsuit physique—if I am asked to give money for ALS research and I just do it, privately.
An immediate clarification is needed – I know that many people who are participating in the challenge are extremely generous, and give regularly to all sorts of good causes. Even if the truly generous join in, the reason something like this goes viral is, sadly, because of appearances. Requests to privately increase support for any cause will never be as effective as requests to increase support for a cause that also bolsters your image, even if the generous donate in both instances.
But I would argue that private giving is what counts, especially because it is often more durable, not being motivated by social performance. Very few of those who give $10 for ALS research will continue supporting the cause on an ongoing basis, simply because of the lack of any continuing social payoff. But sustainable change only happens with sustainable support, most of which does not afford the opportunity for Facebook posting.
The wild popularity of the ice bucket challenge is sad evidence that as a society, we have missed the whole point of generosity, which is not really generosity if the goal is self-aggrandizement. There is a good reason that the ideal of Christian generosity is captured in Jesus’ command to not let your left hand know what your right hand is doing when you give to the poor.
My Challenge to You
The world is full of problems, and the world is full of people trying to solve those problems. To make any sort of sustainable impact on those problems, more is needed than generosity only when a viral trend demands it.
So instead of challenging you to dump water on your head and give two Starbucks lattes worth of money to ALS research, I challenge you instead to pick an organization that you think is making a lasting, positive difference in the world, and commit to support it for at least a year, with at least $100 per month, or whatever amount makes it hurt just a little.
And don’t tell me about it.
Filed under: Life and Culture Tagged: ALS, charitable donations, generosity, giving, ice bucket challenge