Ice bucket challenge brings cool millions to ALS - 14 News, WFIE, Evansville, Henderson, Owensboro

Ice bucket challenge brings cool millions to ALS

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As of Friday, the ALS Association said donations are up an astonishing 3,504 percent from the same period last year. (Source: Facebook/CNN) As of Friday, the ALS Association said donations are up an astonishing 3,504 percent from the same period last year. (Source: Facebook/CNN)

(CNN) - The ALS Ice Bucket Challenge has raked in the donations by the buckets.

Superman and Louis Lane got doused. So did Homer Simpson, Matt Damon and Martha Stewart. One guy did it in an airplane upside down.

In just one month, the ALS Ice Bucket Challenge generated $100 million. As of Friday, the ALS Association said donations are up an astonishing 3,504 percent from the same period last year.

There's a worry that these dunkers' expectations might be disappointed because even with all this money, a cure for ALS is still a long way off.

"Progress against these really tough issues takes patience, and it takes time," Phil Buchanan, president of the Center for Effective Philanthropy, said. "We're not going to see results overnight, and nobody should expect that."

Whether it's an earthquake in Haiti or an attack on the homeland, Buchanan said donors often want to see quick results. They want to know where their money is going right away.

"There would be a temptation to give it all away quickly," he said, "but it might be wiser to be more deliberate. See what shows evidence of success, and then and only then fund that in a bigger way."

The ALS Association doesn't have a breakdown yet of how all the ice bucket money will be allocated.

It acknowledged the spending pressures directly in a statement this week, saying, "This isn't a matter of spending these dollars quickly. It's a matter of investing these dollars prudently to achieve maximum impact in our quest to help people living with the disease and those yet to be diagnosed."

While a cure might not come overnight, at least for now, more and more money is, with ice bucket challenge donations averaging $9 million a day.

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