If you haven’t heard about the Ice Bucket Challenge, then you must live completely off the grid. The viral sensation has become pervasive throughout the news and social media, and its reach is truly remarkable, sparking participation from everyday people, celebrities, athletes and even former Presidents of the United States.

While we’ve seen other trends go viral on social media, the Ice Bucket Challenge is one of the most interesting. Unlike past memes like the Harlem Shake or #Kony2012, this campaign has combined massive participation with philanthropy in a new way. In fact, the Ice Bucket Challenge may be the most viral social media campaign of all time.

It makes perfect sense that the Ice Bucket Challenge has reached this level of popularity when you think about it. Pretty much everyone has access to a camera, water, ice and a bucket or large bowl. It also doesn’t ask much of the participants. Dumping ice water on one’s self isn’t pleasant, but it’s just a mild, short-lasting discomfort. Also, the donations requested are modest (either $10 or $100), within reach for almost anyone. When you add in the good feelings people get from supporting a worthy cause (honestly, who’s going to be against ALS research?), you’ve got a recipe for success.

And it has been incredibly successful. The donations to the ALS Association keep racking up, recently surpassing $30 million. While most social media sensations tend to have a short lifespan, this one could last longer than your usual Facebook craze. It keeps gaining momentum from sources like celebrities taking unique approaches and Ice Bucket Challenge fail compilations. Former Tennessee Titans’ linebacker, Tim Shaw, grabbed more attention when he revealed his ALS diagnosis at the age of 30, which prompted the entire Titans team taking the challenge. All of this combined has allowed the challenge to outpace the typical lifecycle of most viral stunts.

Normally, when a sensation like this pervades social media, it is either goofy (the Harlem Shake), well-intentioned but largely ineffective (#Kony2012) or outright harmful (#smackcam). It is pleasantly refreshing to see something like the Ice Bucket Challenge take the spotlight in a positive way throughout the social media airwaves.