In the summer of 2014, social media sites were awash with videos of people taking the “ALS ice bucket challenge.” The ALS marketing stunt caught on like wildfire, prompting hundreds of thousands of social media users to pour buckets of ice water over their heads. As the organization gained attention, $12.5 million in donations over the course of a year were funneled to a staff of eleven executives sitting at the top of the ALS pyramid. MORE