Big splash, cold cash.
Since late July, the "ice bucket challenge" of donate-or-get-doused has raised about $9 million a week for those with the condition better known as Lou Gehrig's Disease. As of Wednesday, the total given to the ALS Association was approaching $100 million.
An association spokeswoman, Carrie Munk, says the trick now is figuring out how to spend the windfall wisely. Research, care and advocacy are the group's three main missions.
"We realize there are responsibilities that come with being good stewards of these dollars," she says.
In the last month, everyone from Microsoft co-founder Bill Gates to former President George W. Bush has been doused. The Internet and airwaves are awash in videos of people taking the challenge - even if they intend to write the check.