One in 10 people say they have made a donation to charity because of the ice bucket challenge, new research shows.
A ComRes survey of more than 2,000 GB adults commissioned by the Charities Aid Foundation found that about one in six people said they had participated in the challenge, in which people have buckets of icy water tipped over their heads, then challenge others to suffer in the same way and/or make donations to charity.
The research, which was carried out online between 5 and 7 September, found that the average donation made was £4.84.
Sixty-one per cent of people who donated said the gift was in addition to what they would usually give to charity each year. Fourteen per cent of those who donated said their gift would replace a donation they were planning to make to another charity this year; and 8 per cent said they would reduce the amount they were planning to give to charity as a result of giving to the challenge.
CAF said the research showed the ice bucket challenge was the most successful of its kind because 17 per cent of people had taken part in it, compared with 7 per cent who took part in the Stephen Sutton Thumbs Up challenge and 6 per cent who were involved in the #nomakeupselfie craze.
Deborah Fairclough, head of research at CAF, said: "It’s amazing to see people giving that little bit extra in order to get involved in movements like the ice bucket challenge, while still maintaining their support for their favourite charities.
"What we need to do now is help turn these one-off trends into a lifetime of support, getting more people involved in social action regularly – something we hope to achieve by bringing the international giving day #GivingTuesday to the UK in December this year."