Charity group turning from TV to Internet for fundraising

Say goodbye to the annual Labor Day Telethon. Say hello to more online content like the Ice Bucket Challenge.

The Muscular Dystrophy Association announced Friday it would end the telethon—officially titled MDA Show of Strength—to focus on digital fundraising efforts. This year will be the first without a telethon since 1966.

The telethon was hosted by Jerry Lewis throughout most of its history, but the comedian stepped down from the job in 2010. In a statement on the association's website, MDA CEO Stephen Derks said while TV and telephones could still be used to engage supporters, "cost-effective digital media are now the preferred channels of choice."

"Websites, apps, interactive social media, streaming video and user-generated content hosted on an array of devices—computers, smart phones, tablets and intelligent watches—have reshaped society, including the fundraising landscape for successful nonprofits," Derks said.

The Internet has shown to be a highly effective fundraising tool. The Ice Bucket Challenge brought in more than $220 million for the ALS Association last year, according to the organization.

However, Derks noted one-time viral sensations are not the only way to raise money using today's digital landscape.

"Today, for example, we partner with retailers whose consumers donate at checkout counters and use electronic shopping carts….firefighters who use their boots to collect donations on street corners also prompt support via Facebook pages…. and amateur athletes who run in endurance races and solicit charitable giving via personalized, home-grown Web pages," he wrote.

"So while we transition from the telethon, we will never depart from our life-changing work helping kids and adults from day one and by assisting families in hometowns across America," he added. "The infectious, familial, can-do spirit in our volunteers, families, staff and supporters inspires us to do more together." http://bit.ly/1PdAD4A

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