"This has taken on a whole new life of its own," said Gene Tempel, founding dean of the Indiana University Lilly Family School of Philanthropy. "This is probably the single largest event using social media to raise money. It is just unbelievable, and of course, the [ALS Association] is trying to figure out how to respond to that."
"Other organizations trying to think how they might use this need to think very carefully about whether this could work for them if it's not organic," he said. "It has to be something that touches the organization's mission, relates directly back, otherwise it could be seen as a gimmick and might not go anywhere."