It’s become difficult to turn on your computer without seeing at least one video of a celebrity or friend taking the ALS Ice Bucket Challenge.
The concept is simple: A person is nominated to dump a bucket of ice water over their head. After they do so, they nominate three more people to do it. Those people will then have 24 hours to accept the challenge, or they are supposed to donate $100 to the ALS Association.
Easy enough, right?
The self storage industry has a reputation for getting involved in numerous charities at the local, state, national, and international level. As popular as the Ice Bucket Challenge has become, it was only a matter of time before someone in the self storage industry decided to post a video.
That is where StorageMart CEO Mike Burnam comes in. With the help of some StorageMart employees, he not only took the challenge, but he added a twist. Along with getting drenched with ice water he (and his employees) donated $500 to the ALS Association.
When Burnam called out his three people, he challenged them to match the donation or make a bigger one. From the video:
“I’m challenging Dave Hester, Laura Dotson, and the Sparefoot team to meet or beat our $500 pledge to ALS. I’m doing this because I had a good friend by the name of John Golson who recently died from ALS. So meet my challenge, guys.”
Some question how much good the Ice Bucket Challenge has done since it gives people a great excuse to act like they are doing something for the cause while not actually doing much at all. It has also been argued that the campaign makes it seem as if donating money is a punishment.
However, since the challenge began at the end of July, the ALS Association has collected close to $23 million in donations, with much of it coming from more than 453,000 new donors. During the same time frame last year, less than $2 million was collected.
As for all the people that do not donate and just dump a bucket of ice water over their heads—the ALS Association could not buy better exposure than it gets when some of the biggest stars and celebrities in the world post their videos online.