14 Viral Charity Challenges That Raised Millions Then Vanished
Remember when your social media feed was flooded with videos of friends dumping ice water over their heads? Or perhaps you recall celebrities taking pies to the face for a good cause?
These viral charity challenges once dominated our attention, raised incredible sums for worthy causes, and then quietly faded away. Here is a list of 14 viral charity challenges that made a massive splash, generated millions in donations, and then disappeared from the spotlight.
Ice Bucket Challenge
The ALS Ice Bucket Challenge became a global phenomenon in 2014, with participants dumping buckets of ice water over their heads to raise awareness for amyotrophic lateral sclerosis. This challenge raised over $115 million for the ALS Association in just eight weeks, funding significant research breakthroughs.
Despite its massive success, the challenge couldn’t maintain its momentum beyond a brief revival in 2015.
No Makeup Selfie
The No Makeup Selfie challenge encouraged women to post natural-faced photos while donating to cancer research organizations. This spontaneous movement raised £8 million ($10.5 million) for Cancer Research UK in just six days during March 2014.
The trend quickly faded as new social media challenges emerged, though it briefly resurfaced during the pandemic lockdowns.
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Movember
Men growing mustaches throughout November became a recognizable symbol for men’s health awareness, particularly prostate and testicular cancer. The Movember Foundation has raised over $837 million since 2003, funding more than 1,200 men’s health projects.
Though annual participation has declined from its 2012 peak, the campaign continues with a smaller but dedicated following.
Polar Plunge
The Polar Plunge involves participants jumping into freezing bodies of water during winter to support various charitable causes. These events collectively raise approximately $25 million annually for Special Olympics programs across North America.
Despite consistent local participation, the challenge never achieved sustained viral status beyond regional events.
UNICEF Tap Project
This innovative campaign asked people to donate money for every minute they went without touching their phones. The UNICEF Tap Project raised over $5 million to provide clean water to children worldwide during its run from 2007 to 2015.
The campaign ended when UNICEF shifted focus to different fundraising approaches.
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Dryathlon
The Dryathlon challenged participants to abstain from alcohol for the month of January while raising money for cancer research. This campaign has generated over £60 million ($79 million) for Cancer Research UK since its 2013 launch.
Though it continues annually, its viral momentum has declined as similar challenges like ‘Dry January’ have emerged without the fundraising component.
22 Pushup Challenge
The 22 Pushup Challenge asked participants to complete 22 pushups daily for 22 days to raise awareness about veteran suicide rates. This viral movement raised approximately $10 million for various veterans’ mental health organizations in 2016.
The challenge rapidly disappeared despite the ongoing crisis it aimed to address.
Rice Bucket Challenge
Created as a South Asian alternative to the Ice Bucket Challenge, this campaign encouraged donating rice to hungry people instead of wasting water. The Rice Bucket Challenge supplied meals to thousands of families in India but never disclosed exact financial figures.
Its visibility dropped sharply after 2014 despite addressing ongoing food insecurity issues.
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Lemon Face Challenge
Similar to the Ice Bucket Challenge, participants filmed themselves eating lemons to raise awareness for diffuse intrinsic pontine glioma (DIPG), a rare childhood brain cancer. The campaign raised approximately $2 million for DIPG research in 2018 after being championed by several professional sports teams.
Media attention rapidly shifted away once the challenge stopped spreading among celebrities.
Chillin4Charity
College basketball coaches started this cold-water dousing challenge to raise money for the Kay Yow Cancer Fund, which supports women’s cancer research. Chillin4Charity raised over $1.5 million during its peak in 2014-2015.
The challenge disappeared from public view when it was overshadowed by the broader Ice Bucket Challenge.
Run 5 Donate 5 Nominate 5
During the COVID-19 pandemic, this challenge asked people to run 5 kilometers, donate £5 ($6.50), and nominate five others to do the same. The movement raised over £5 million ($6.5 million) for the UK’s National Health Service in April 2020.
Interest waned as pandemic restrictions eased and social media attention shifted elsewhere.
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Shave for a Cure
This long-running campaign encourages participants to shave their heads to raise money for blood cancer research and support services. Shave for a Cure events have collectively raised over $300 million worldwide since the 1990s.
Though participation continues, the campaign never achieved true viral status beyond local community events.
Pie Face Challenge
The Pie Face Challenge involved participants taking cream pies to the face to raise money for various charities, particularly those supporting children with life-threatening illnesses. This lighthearted campaign raised approximately $3.5 million across different organizations during its 2015-2016 peak.
The trend quickly vanished as new social media challenges took center stage.
24-Hour Famine
World Vision’s 24-Hour Famine asked participants, usually youth groups, to fast for 24 hours while raising money to fight global hunger. This program has raised over $180 million since its inception but has seen declining participation in recent years.
Despite its significant impact, the challenge never reached the viral heights of newer social media campaigns.
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Climb for Clean Air
This campaign challenges participants to train for and summit major mountains while raising funds for the American Lung Association. Since 1987, these climbing events have raised over $8 million for lung disease research and advocacy programs.
Though consistent in fundraising, the challenge remains regionally popular rather than globally viral.
The Changed Landscape of Digital Giving
These challenges captured lightning in a bottle—creating perfect storms of celebrity endorsements, emotional connections, and easy participation. Many modern nonprofits now focus on sustainable giving programs rather than viral moments, recognizing that consistent support often proves more valuable than brief explosions of attention.
The true legacy of these challenges lives on in the millions of lives improved through their fundraising efforts, even if the hashtags and videos have long disappeared from our feeds.
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