Conan Takes the Ice Bucket Challenge

I am still confused about this ice bucket challenge.  If I understand it correctly, the people who dumped ice water on their head were faced with a choice.  They could either dump a bucket of ice water on their head or DONATE $100 TO ALS.  If this is true, then the folks dumping the ice on their head are doing so in order to avoid donating the money.  What am I missing here?

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