The side effects of the Ice Bucket Challenge on the MND Association

Third Sector editor Emily Burt and senior multimedia reporter Lucinda Rouse are joined by Tanya Curry, chief executive of the MND Association.

Tanya recalls how the MND Association was thrust into the limelight thanks to the Ice Bucket Challenge social media phenomenon in the summer of 2014.

She describes the effects of the raised profile and £7m cash injection on the charity in the years that followed, and how its systems and processes needed to catch up.

She stresses the need to pause and make a plan in the face of pressure to mobilise when everything is considered urgent.

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