OP
Morgan keith
It helps because when you get nominated you then do the challenge, make a donation and nominate other people to do it (in turn causing other people to 'have to' make a donation and nominate others, causing a snowball effect of donations). Can be to any charity not only macmillans
I have not seen any mention of charity in any of the videos I have seen though.
Your right it has snowballed but i think its lost its purpose and become a viral thing to do.
Like planking or something....
People usually post it on social media writing 'I have donated to XYZ charity and now nominate Joe Bloggs' but don't actually speak of it in the video. I know of one 'celebrity' who donated $100,000US when he did his. That one donation alone goes A LONG WAY towards helping out someone sick/in need