The Muscular Dystrophy Association telethon is ending its annual Labor Day telethon, a television tradition for decades that has slowly disappeared from view since the sudden end of Jerry Lewis’ role as host following the 2010 show.
The telethon was a relic from a different age, a tuxedoed Lewis oozing show biz schmaltz and hosting stars from Frank Sinatra to Jennifer Lopez over 45 years, pushing through his exhaustion to sing “You’ll Never Walk Alone” as a tote board rang up millions of dollars in donations.
From 21 and a half hours in Lewis’ final year, the show had been reduced to two hours the last two years on ABC.
“It’s not a 21-hour world anymore,” said Steve Ford, MDA executive vice president, on Friday.
With television time costly, the MDA’s fundraising efforts will move primarily online, he said. The success of a viral event like “The Ice Bucket Challenge” proves this is a potent area for philanthropy, he said.
“The real heroes have always been our families, and what we need to do is make sure that every dollar we raise is spent working for our families,” he said.
The Labor Day tote board hit a record of $65 million in 2008, a figure Ford said reflected a full year’s worth of fundraising activities capped off by the telethon. The MDA says the telethon itself has been responsible for more than $2 billion in giving.