The ALS Ice Bucket Challenge did something most online campaigns never do: it made people feel like they were part of the cause, not just watching it from a distance. A lot of fundraising campaigns ask for money. Some ask for a share. The #ALSIceBucketChallenge asked people to do something visible, uncomfortable, funny, and meaningful. It gave people a simple way to stand with families facing amyotrophic lateral sclerosis, better known as ALS, while also inviting others to jo