The Muscular Dystrophy Association telethon is ending its annual Labor Day event, a television tradition for almost five decades that has slowly faded from view since the sudden end of Jerry Lewis’ role as host following the 2010 show. With television time fairly expensive, the MDA’s fundraising efforts will move primarily online. The success of a viral event like “The Ice Bucket Challenge” proves this is a potent area for philanthropy. The Labor Day telethon hit a record of $65 million back in 2008. The MDA stated that the telethon itself has been responsible for more than $2 billion in giving. Lewis’ precipitous exit, publicized by the MDA a month before the 2011 telethon, was never fully explained. Lewis declined to comment on Friday’s announcement. The organization was founded in 1950 by a group of concerned parents of children diagnosed with muscular dystrophy. Originally known as the Muscular Dystrophy Associations of America, the MDA was renamed to its present name in the 1970’s. 89-year-old Lewis began hosting it regularly in 1966, starting on a single television station in New York City. With years of telethon tapes, the MDA has the equivalent of years of show business gold in its vaults. The MDA has been deliberating with Lewis ways to release some of this archived material.
___
