How do you raise money and awareness on the Internet without spending money on advertising? You call people out. By name. And give them an ultimatum.

That's the genius behind the ALS Challenge, which has already raised an estimated 2.3 million dollars since the campaign kicked off on July 29. For all you nonprofits and social-for-profits, there's an important lesson to be learned here on how to use social media to raise awareness and support, so listen up.

#IceBucketChallenge

The challenge involves people dousing themselves with buckets of ice water, posting that video on social media, and then nominating others to do the same. If those nominated don't meet the challenge within 24 hours, they're asked to make a cash donation to ALS (better known as Lou Gehrig's disease) research.

The campaign gained traction via social media, and when celebrities such as Justin Timberlake, Martha Stewart, and Jimmy Fallon were nominated to participate, the word spread like wildfire. What's cool about the campaign, however, is that anyone plugged into social media can participate. Celebrities take the same challenge as noncelebrities and everyone comes together over a common cause.

Marketing done right

It's simple, catchy, and perfect for summer. Plus, it's social media at its finest. To learn more on why it works, check out Inc.com 's 8 Game-Changing Marketing Lessons From the ALS 'Ice Bucket' Challenge. How can you take your social media game to the next level to raise awareness and support for your organization?