Lately, anyone logging on to a social media page has seen numerous videos of people pouring buckets of ice water on their heads. This trend is more than a silly stunt. Rather, it a movement to raise awareness and funds for amyotrophic lateral sclerosis (ALS), better known as Lou Gehrig’s disease. YouTube and Instagram videos show numerous celebrities including Carrie Underwood, Bill Gates, Jimmy Fallon, and Oprah Winfrey participating in the challenge.

The premise of the challenge is simple. After receiving a challenge, a person can either: 1) pour a bucket of ice water on his or her own head and invite others to the challenge, or 2) donate $100 to the ALS Association. The videos gather attention, challenging others brings them in, and those who prefer to stay warm and dry can still show their support by giving money to fight ALS and find a cure. The New York Times reports that many have opted to do both – donate the money and also take the icy water for a chance to pass on the challenge to others.

The ALS Association has seen a huge boost in its donations due to this media frenzy. There have been over one million videos shared on Facebook for this challenge since the beginning of June and over two million mentions on Twitter. The attention has translated over to funding as well.

Since July 29, the ALS Association has received $13.3 million in donations, which is expected to rise with a large number of celebrities pledging donations in recent days that have not yet come in. By comparison, during the same time period last year, the ALS Association had $1.7 million in donations. Additionally, these donations have come with an onslaught of new supporters – over 250,000 new donors.