"Ice Bucket Challenge." It's "in" and "viral" right now, and I've gotten multiple "nominations." I will not indulge any of them. I support charities with my checkbook and have donated substantially to ones that I have personally sought out and taken the time to actually understand and invest in. When I want to help someone or something, I do so, tangibly and directly, not because it's "in," and especially not because of peer pressure.
Folks who care about amyotrophic lateral sclerosis also known as ALS or Lou Gehrig's Disease (or who are crazy about the "ice bucket challenge" but really don't really know anything about its intended purpose) should visit the ALS Association website for basic learning and to discover some of the options for aiding real care, research, and awareness efforts.