????除了將捐款用于一些有價值的前途無量的研究以外，紐約大學(xué)教授卡拉布里亞，和印第安納大學(xué)（Indiana University）禮來家族慈善學(xué)院（Lilly Family School of Philanthropy）學(xué)術(shù)事務(wù)與研究副院長帕特里克?魯尼均提出，ALS協(xié)會可以用“冰桶挑戰(zhàn)”募集的捐款成立一支類似于捐贈基金，這樣一來，協(xié)會不僅可以將一次性的捐款現(xiàn)象轉(zhuǎn)變?yōu)榭煽康奈磥硎杖雭碓矗乙坏┪磥碛兄卮蟮尼t(yī)療技術(shù)進(jìn)步需要大量資金時，還可以動用該筆基金。

????ALS協(xié)會的斯勞特表示，協(xié)會之前沒有任何捐贈基金，然而，雖然“我們不排除任何可能”，但將“冰桶挑戰(zhàn)”的捐款存起來以備不時之需并不符合組織的使命，主要是因?yàn)椤斑@種疾病刻不容緩”。ALS患者的平均預(yù)期壽命為兩至五年，而且ALS協(xié)會并未看到患者死亡率有任何改善，因此現(xiàn)在沒有時間可供浪費(fèi)。

????如何使用“冰桶挑戰(zhàn)”的捐款還有另外一個挑戰(zhàn)，因?yàn)檫@項(xiàng)活動并非由ALS協(xié)會發(fā)起，結(jié)果，活動也沒有明確的使命。因此，協(xié)會很難確定個人捐贈者希望自己的捐款用于怎樣的目的。而讓捐贈者失望是要不得的。

????不妨汲取一下紅十字會（Red Cross）的教訓(xùn)。

????911恐怖襲擊之后，該救濟(jì)組織募得的資金達(dá)到創(chuàng)紀(jì)錄的5.64億美元。捐款者認(rèn)為，這筆資金應(yīng)該用于幫助襲擊受害者及其家人，但紅十字會卻決定將超過一半的捐款用于機(jī)構(gòu)運(yùn)營和作為未來資金儲備。長期以來，紅十字會一直都采取這種做法，但這一次卻引發(fā)了捐款者的眾怒，最終紅十字會被迫道歉并重新確定了捐款用途。

????紅十字會公共關(guān)系副總裁勞拉?霍伊對《財(cái)富》表示：“當(dāng)捐款者告訴我們，他們的捐款應(yīng)該用于特定目的時，我們必須尊重他們的意愿，這非常重要。這也是我們得到的一條重要教訓(xùn)。”

????斯勞特表示，除了帶來捐款以外，冰桶挑戰(zhàn)也提高了人們對ALS的認(rèn)識，幾年前ALS協(xié)會進(jìn)行的一項(xiàng)調(diào)查中，美國知道這種疾病的人還不到半數(shù)。斯勞特說：“他們開始了解到這種疾病是一種退化性疾病，并且會致命。我不知道人們是否會關(guān)心ALS如何使用這筆捐款；現(xiàn)在他們已明確認(rèn)識到這是一種難以忍受的疾病。如果他們花時間瀏覽了網(wǎng)站并捐款——那是因?yàn)樗麄冋J(rèn)為這項(xiàng)事業(yè)值得投資。”

????ALS協(xié)會必需做出大量的支出決策，但對于該組織和它努力拯救的那些人來說，這種挑戰(zhàn)真是幸事。

????斯勞特表示：“現(xiàn)在的問題是：‘到底多少錢才算太多？’除非我們找到有效的長期治療方法， 否則我們的捐款永遠(yuǎn)處于不足狀態(tài)?！保ㄘ?cái)富中文網(wǎng)）

????Aside from spending the money on promising, worthwhile research, both Calabrese from NYU and Patrick Rooney, associate dean for academic affairs and research at the Indiana University Lilly Family School of Philanthropy, floated the idea of ALSA starting an endowment-like fund with the ice bucket money since it would turn what’s likely to be a one-time donation phenomenon into a reliable source of future revenue, and it could be tapped if some major medical advancement needs significant funding in the future.

????ALSA’s Slaughter says the organization has never had an endowment, and while “nothing’s off the table,” saving the ice bucket money for a rainy day doesn’t necessarily fit with the organization’s mission, mainly because “this is a disease that requires urgency,” Slaughter says. When the average life span of an ALS patient is between two and five years and ALSA has seen no improvement in mortality rates, there’s no time to waste.

????There’s an added challenge to spending the ice bucket money that stems from the fact that the ALS Association did not start the campaign, and as a result, never stated a specific mission behind it. That makes it difficult to pinpoint what individuals want to come from their donations. And disappointing donors isn’t a chance you want to take.

????Just ask the Red Cross.

????In the wake of the 9/11 terrorist attacks, the relief organizations raised a record $564 million. Donors believed that their money would go to help victims of the attacks and their families, but the organization decided to set aside more than half of the funds for operations and future reserves. The Red Cross had a long-standing practice of taking such an approach, but it nonetheless sparked outrage among donors and prompted an apology from the Red Cross as well as the redirection of funds.

????“When donors tell us that their money should be used for a specific purpose, it’s important for us to honor that intent,” Laura Howe, vice president of public relations for the Red Cross told Fortune. “It’s a lesson that we’ve learned over the years.”

????Slaughter says that in addition to generating donations, the ice bucket campaign has raised awareness of ALS, a disease that less than half of the country could identify when the association conducted a survey a few years ago. “They’ve learned that it’s degenerative and deadly. I don’t know that people are concerned about how we spend the money; they’re determined now that this is an unacceptable disease. If they took time to go to the website and donate…they feel that ours is a cause worth investing in,” Slaughter says.

????ALSA certainly has a lot of spending decisions to make, but for the organization and the people it’s trying to save, there could not be a better challenge to face.

????“The question that’s showing up out in the universe now is, ‘How much is too much?'” Slaughter says. “Until we have effective long-term treatment, we’ll never have enough.”