Why can't we do both?

I understand where you are coming from: it is frustrating to see trends like this happen, only to subside a few weeks later and everyone going back to their original habits. In the end, it will not accomplish much because people make a one time $5 donation and never think about it again. Furthermore, as you said, they likely did little research into what non-for-profit they donated to. Ideally, we would see people signing up to volunteer their time at a charity that, like you said, makes a visible difference in people's lives. We don't see this however.

But is that so bad? You say you are against awareness, but I maintain that awareness is very important in garnering support for research. With the current state of funding for medical research, the most well known diseases are the ones that get the most funding. If the money for research is not coming from government grants, it is coming from private sources*. How do these private sources know what to donate to? Awareness. You are correct in saying that awareness will not cure a disease, but it will certainly help to get funding for research.

All in all, a "feel good social media campaign" can in fact have a net positive outcome. $10 million has been raised, which is $10 million more than would have been without this campaign. So what if people donate $5 and move on? Realistically, it is more than they would have done if there was no ice bucket challenge. And if the ice bucket challenge had asked people to donate their time to volunteering, no one would have done it. Humans are passive creatures - if something doesn't affect was immediately, we really don't care. This isn't a flaw, it's just who we are.

These campaigns don't harm anybody. They may even help them.

* This is one of the many reasons I think an increase in government funded basic science research is important. There are diseases out there that are not 'popular', so research into them gets very little funding.