When producers of TV talk and cable news shows score an extraordinary guest appearance, it’s called a ‘get‘.

Well, last Friday Tony Martignetti’s Nonprofit Radio scored fundraising media’s equivalent of a huge ‘get’ — an interview with Barbara Newhouse, the CEO of the ALS Association, better known to most as ‘The Ice Bucket Challenge’ people.

I’ve dealt with scores of CEOs over the years; many facing ‘crises’ or ‘enormous opportunities’ like those faced by ALS with the tsunami-like outpouring of public support and contributions and knee-jerk criticism (2.4 million gifts, $115 million in contributions to date).

Seldom have I seen a nonprofit leader so classy, so graceful, and so blessed with common sense in the face of this kind of pressure.

Take your lunch hour, gather some sandwiches and colleagues around a screen and watch this interview.

Here’s why this interview is worth 52 minutes of your time:

• What’s the real story behind the origin of ‘The Ice Bucket Challenge’?

• What were the quantities and levels of giving?

• How many gifts of $10,000? What did they do about those donors?

• What’s the average gift across the 2.4 million donors?

What is ALS doing to engage and hold on to all these donors? If you want a terrific case study of a truly donor-centric approach you really need to watch this Nonprofit Radio interview.

Most importantly, and far beyond the ‘Ice Bucket Challenge’ as a phenomenon, you’ll be treated to a straight-talking CEO. You’ll also learn how, despite the pressures and oft-idiotic demands from the public — put on steroids of course by social media — the organization is responsibly dealing with this massive inflow of funds that dwarfs its normal annual budget.

Specifically, here are some of the topics Barbara Newhouse and Tony Martignetti cover:

• Pressures on staff

• Board issues

• Chapter relations and involvement (ALS has 38 chapters)

• Attacks from the whiners and haters.

I’m not providing the answers or detail to any of the above because I really want you to see for yourself and draw your own conclusions. It’s all here.

Most impressive to me (you’ll find your own segment to be most impressed with) is Barbara’s description of how the Association is dealing with the allocation of funds raised and why. Wow! Can your CEO describe your budgeting, allocation and spending process as clearly?

Meanwhile the ‘Ice Bucket Challenge’ continues to be attacked, smeared. Yet sometimes even legitimately questioned. Most of this flak reflects snobbery, contempt for donors and downright jealousy.

For a terrific piece putting the naysayers in perspective check out Matthew Sherrington’s insights on the ‘bitchiness’ of all this.

AND … rest assured, some of the money — $34.2 million of it so far — is already moving out to researchers in the field. You’ll want to review this NonProfit Times piece on the distribution of Ice Bucket Cash.

So do yourself a favor. Set aside 52 minutes, gather the gang and treat yourself to a great inside story of one of the decade’s great viral events. You won’t be disappointed.

Then, please let us know what you think?

Meanwhile we’re giving Barbara Newhouse, the communications and fundraising staff at ALS, and Tony Martignetti an Agitator Raise.

Roger

P.S. Just to be sure you can easily check where Tom and I stood on the ‘Ice Bucket Challenge’ way back when you can find our posts here and here.