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LINCOLN CANDIDATE PROFILE: Adam M Hogue, candidate for Select Board

Marketing Professor s New Book Explores Posts with a Purpose

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. “I wanted a common read for my Marketing for Nonprofits class that would interest students,” 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 “Wake Up Call: Lessons from the ALS Ice Bucket Challenge for Nonprofit Social Media.” It was a project for a class she took on demonstrating expertise through book writing — a course she wants to bring to UMass Lowell.

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