The Ice Bucket Challenge has been an inexpensive, wildly successful, grass-roots way to raise awareness of and research funds for amyotrophic lateral sclerosis, and the Movember mustache-growing campaign has likewise raised funds for men's health issues, but is gimmick-driven fundraising the way forward? "Nobody knows what the formula is," said FasterCures Executive Director Margaret Anderson. "Why are we able to dump ice on our head and potentially write a check now, but not consistently otherwise?"

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