The secret sauce that makes charity campaigns go viral

When a good cause goes viral, it can reaffirm our faith in humanity.

Think of the recent unprecedented surge in donations to the ACLU, or the famous ALS ice bucket challenge. Both campaigns inspired many people to respond to challenges that might otherwise feel insurmountable.

But new research published in the journal Nature Human Behavior shows that this phenomenon is the exception, not the rule.

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Sander van der Linden, a professor in the department of psychology at the University of Cambridge, recently set out to understand why some charity campaigns define a moment in our digital and cultural lives, while many others don't.  Read more...

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