JustGiving, the online platform for charitable donations, has quantified the impact of the Ice Bucket Challenge phenomenon for the first time, revealing that it has thus far resulted in over 540,000 donations valued at over £2.8m.
Since going viral the campaign has made a splash with celebrities including Lady Gaga and benedict Cumberbatch joining Joe Bloggs in dumping a bucket of iced water over themselves in aid of charity.
Amongst the principle beneficiaries of the initiative is the Motor Neuron Disease Association which has generated the most #icebucketchallenge donations, raking in over £2m as a result, closely followed by MND Scotland and MacMillan.
The average individual donation made is £5 with people from 35 different countries participating.
To prove the point JustGiving got in on the act with a drenching of their own.