Macmillan Cancer Support raises £250,000 through 'ice bucket challenge'

The challenge, which originated in New Zealand, was taken up by charity and has become its most successful social text-to-donate campaign

Ice bucket challenge
Ice bucket challenge

Macmillan Cancer Support has received donations totalling £250,000 from the "ice bucket challenge", making it the charity’s most successful social text-to-donate campaign.

The challenge, which was not started by the charity, involves people being filmed as buckets of ice-cold water are poured over their heads. Each person then challenges three other people to do the same or make donations to charity.

Macmillan said it first spotted the challenge raising funds for a cancer charity in New Zealand in July.

It has since spread across the world and people in the US, including many celebrities, have been taking the challenge in support of the ALS Association, which funds research into and supports people with motor neurone disease.

The US charity said it had raised about £12.6m in additional donations in the first three weeks of August because of the challenge.

Macmillan said that the bulk of its donations had been received over the past week, and celebrities including the entrepreneur Sir Richard Branson and the former Made in Chelsea star Millie Mackintosh had accepted the challenge in support of the charity.

Participants can complete the challenge and donate £3 by text to the charity, or opt out and make £10 donations instead.

Macmillan said that almost 85,000 people had completed the challenge in support of the charity so far.

Cancer Research UK received donations of more than £8m in just six days in March from the #nomakeupselfie trend, in which people tweeted pictures of themselves without make-up and made donations to the charity.

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