For the last few weeks my Facebook feed has been filled with people pouring freezing cold water over their heads.  Some scream, others swear, while a few embrace their inner “Stone Cold” Steve Austin and try to not react at all.

The ALS (Amyotrophic lateral sclerosis) Ice Bucket Challenge is the latest craze to sweep social media and has generated worldwide attention, with celebrities from Bill Gates to Oprah Winfrey, David Beckham to Ricky Gervais all getting involved.

The goal?  To raise money for and awareness of ALS – known in the UK as motor neurone disease. To say that it’s been successful PR campaign would be an understatement.  In less than a month, over 1.7 million people have raised an unprecedented £48 million – and that’s a lot more money than the ALS Association has its hands on before.

The organisation’s spokeswoman Carrie Munk said: “Right now, we’re really focused on reaching out to, and acknowledging and thanking, the donors that have come to the ALS Association. We’re also working to put a process in place to make the best decisions to spend the money.

“We realise there are responsibilities that come with being good stewards of this funding.”

That’s a problem most charities would be happy to have, so maybe it’s time to spread the love?

This Australian newsreader sums it up nicely by nominating: “everyone, everywhere, who has more than what they need to donate what they can to those who need it most, because that’s what charity is all about.”