Ed Brennen Assoc. Teaching Prof. of Marketing, Entrepreneurship and Innovation Deb Finch kept waiting for someone to write a book about the ALS Ice Bucket Challenge, the social media phenomenon that went viral in 2014 and has raised $115 million to help find a cure for amyotrophic lateral sclerosis.
âI wanted a common read for my Marketing for Nonprofits class that would interest students,â says Finch, whose search results for such a book on Amazon came up empty each year.
So this year, Finch decided to write one of her own: the recently published âWake Up Call: Lessons from the ALS Ice Bucket Challenge for Nonprofit Social Media.â It was a project for a class she took on demonstrating expertise through book writing â a course she wants to bring to UMass Lowell.