The Ice Bucket Challenge is the gift that keeps on giving for the ALS Association. The organization raised more than $10 million on Thursday alone, it said, bringing its total haul since July 29 to $53 million. For comparison’s sake, the group raised $2.2 million during the same period last year.

The contributions, which have come from more than 1 million new donors as well as some old donors, are an enormous boon for the ALS Association, whose national office raised only $19 million in all of 2012.

Since the Ice Bucket Challenge went viral in early August, social media outlets have been crowded with videos of people dumping ice on their heads after delivering a short message explaining their support for research and treatment of Lou Gehrig’s Disease. Public figures who have taken the challenge include politicians like George W. Bush and movie stars like Jennifer Garner and Ben Affleck.

The ALS Association is not the only organization to benefit from the viral trend. Opposition to embryonic stem cell research from some Catholics has led to an influx in donations to other charities that support ALS research without using embryonic stem cells. Project ALS, a smaller charity dedicated to ALS research, raised huge sums after Ricky Gervais and Ben Stiller took the Ice Bucket Challenge in its support.

Write to Justin Worland at justin.worland@time.com.