Over the past few weeks, our Facebook feeds have gotten a little chillier with 30-second videos of our friends, families, and sometime strangers drenching themselves in ice water for a cause. The #ALSicebucketchallenge is taking over and we kind of like it…

Here at Invisible Children, we just can’t get enough of social media movements – so we couldn’t wait any longer to dive right into the #Icebucketchallenge. San Diego needed a little cooling off, anyway.

There’s no denying the viral success and popularity of the #IceBucketChallenge, but criticism of this awareness campaign has also been trending. The skepticism surrounding the movement rings familiar to some of what we heard during one of our own awareness campaigns, Kony 2012 – how can something like a hashtag or a YouTube video even begin to make a difference “in the real world?”

Well, we’re glad you asked.

Here at Invisible Children, we believe wholeheartedly in the power social media has to create real change, with real people, in the real world. Technology has provided us with new means of communication to discuss the issues facing our world, and we are excited to see this global language grow. And as recently as May 2014, we aren’t the only ones; Merriam-Webster has officially added the term hashtag to the English language dictionary. Times are changing, people, and it’s about time we listen up. So, here are just a few reasons why we believe social media movements are worth investing in:

1. Most people want to make a difference, but sometimes it’s easier to take action with a friend. When mass groups of people become aware of a social justice situation facing our world, not only are they often compelled to take action – whether that’s fundraising, lobbying, or simply telling a friend – they are also able to conceptualize and realize their own potential for that action. Sometimes it’s hard to be a lone fish in a big sea (we totally get it), but team up with like-minded individuals and all of a sudden you tap into an inherent strength we all hold, but rarely utilize. Social media provides a means of getting the word out to a massive audience, but also creates the opportunity for collaboration for action. At Invisible Children, we always tag on action steps to our campaigns, events and media – and our supporters consistently step up, team up and respond.

2. Increased funding equals more opportunity for results. In the nonprofit world, funding represents a world of opportunity for the betterment of society. Say what you will about the silliness of dumping ice water on your head – the numbers speak for themselves, and they are exciting. The ALS Association has brought in close to $80 million since July 29, compared to just $2.5 million in the same time period last year. Kony 2012 raised $26.5 million – a huge jump from 2013’s $13.8 million. Mass awareness campaigns work. And with this kind of funding increase, we can accomplish the impossible.

Just look at what’s happened since Kony 2012’s spike in awareness and funding: we’ve dramatically expanded our protection programs in central Africa. We just saw the largest group of LRA returnees since 2008. LRA killings have been reduced by 91%. Abductions have decreased by 67%. In short, Joseph Kony’s army is smaller and weaker than it’s ever been, and our social media awareness campaigns played a part in making that happen.

3. Mass awareness moves mountains. When the world starts paying attention to a cause, possibilities open up exponentially. Conversations erupt, voices are heard, opinions are shared, and new ideas are created. So much has been accomplished since Kony 2012 went viral. Obama signed another bill into law, which supports counter-LRA efforts. The African Union, European Union, United Nations. and the U.S. renewed their commitments to bring an end to this conflict. And that’s not even a full list.

Head over to the ALS Association’s website to donate and read up on their incredible cause.