As a seasoned gamer and a keen observer of the ever-evolving world of entertainment, I find myself captivated by the shifting landscape of charitable events, particularly the decline of traditional telethons. Growing up, I remember watching stars like Michael Jackson, Bono, and Paul McCartney come together for Live Aid or We Are The World, feeling a sense of unity and hope in their efforts to make a difference.
On November 2nd, CBS and CMT simultaneously aired a pre-recorded charity event lasting an hour, in support of the United Way for disaster relief after hurricanes Helene and Milton. These storms resulted in damage exceeding $50 billion across Appalachia and the Southeast region. Notable appearances were made by Blake Shelton, Zac Brown Band, J.B. Smoove, among others, who also performed. The event successfully raised $6.2 million, but it also highlighted the diminishing influence of traditional television programming.
Previously, these types of initiatives were predominantly live broadcasts, and broadcasters occasionally used a tactic called “roadblocking” to capture the public’s attention and wallets by temporarily halting their programming. For instance, following the September 11 attacks, major TV producers like Joel Gallen received calls from ABC, NBC, CBS, and Fox to dedicate two hours of prime-time for a show titled “America: A Tribute to Heroes“, which eventually raised over $200 million for the United Way. “It’s rare to receive such a call from these networks all at once,” he noted. “This was particularly striking when natural disasters like Katrina struck, and they came together again. However, in 2001 or 2005, roadblocking had a significant impact due to the high viewership of network television. Nowadays, with fewer people watching traditional TV networks, this tactic doesn’t have as much influence.
Melissa Sun, a marketing consultant who has long operated at the intersection of the entertainment and nonprofit worlds, says that as network viewership diminishes, charities “now need to rely on multiple platforms, tactics and messengers to make up the various parts of that funnel.” She adds that the ability to fundraise at scale is increasingly challenging “in a rapid response situation. That’s why we see so many creatives now working to own and operate their own pies.”
Over the past decade, I’ve noticed a significant increase in the frequency of major emergencies that require immediate attention. As a passionate supporter of charitable initiatives, I’ve witnessed firsthand how this rise affects our ability to effectively respond. For instance, events like the 2010 Hope for Haiti Now telethon, spearheaded by George Clooney and Wyclef Jean, garnered an astounding 83 million U.S. viewers, and the 2017 Somos Live! telethon, hosted by Marc Anthony and Jennifer Lopez, was aired across NBC, Univision, and Telemundo to aid victims of natural disasters in various regions. Unfortunately, the urgency of one crisis often overshadows the next, making it challenging to fully address each situation before another takes center stage.
Sexton points out that often, the most effective initiatives are led by individuals who have a personal tie to the stricken location, using Oprah Winfrey and Dwayne Johnson as examples. After the August 2023 wildfire devastated Lahaina, they took charge of The People’s Fund of Maui, which has since donated close to $60 million to those impacted by the disaster.
As a fervent admirer, I’d like to share my perspective on the evolving landscape of celebrity-led charitable efforts, particularly in response to recent events such as Milton and Helene. Julia Rosen, a strategic advisor for nonprofits, has pointed out an intriguing transformation: the power celebrities wield, both traditional stars and influencers, has dramatically expanded due to their immediate, direct access to their followers. This shift in star power utilization for philanthropy is profound as they can now swiftly post videos, share links, and guide their audience towards fundraising, eliminating the need for elaborate productions to draw attention during disasters. The people are already captivated, and celebrities can efficiently redirect that interest. Natalie Tran, executive director at the CAA Foundation, echoes this sentiment, highlighting the preference of many potential donors for simplicity: “Many [donors] seek ease. They’re not interested in watching something for an hour.
Rachel Kropa, the head of social impact at management firm Range, observes that social platforms offer a more genuine and personal way for talent to discuss their cause directly with their supporters. She further explains that if the talent isn’t active on social media but collaborates with a nonprofit organization that has a strong digital presence, then this audience can be engaged instead.
Byron V. Garrett, the chief revenue officer at United Way, collaborated with a Paramount Global executive who serves on their board of trustees to organize the November 2 CBS/CMT charity event. He’s aware that the telethon is transforming to cater to a changing demographic of donors. “People like my mom and me still watch TV,” he notes, “but for younger generations, giving occurs through mobile devices, on platforms such as Twitch.
Attempts made online to gather funds or boost spirits can sometimes fall short. Gal Gadot’s viral cover of John Lennon’s “Imagine” in 2020, shared to lift spirits at the start of the COVID-19 pandemic, serves as a prime example of this (the video was released too early according to her later comments).
Gallen observes that “there’s a significant amount of negative sentiment towards celebrities now, compared to what was present a decade or two ago.” Bao Nguyen, who helmed Netflix’s The Greatest Night in Pop focusing on the iconic charity single “We Are the World,” suggests that the debate over the “Imagine” cover might have made celebrities less inclined to participate in similar charitable projects: “People will likely be more cautious about stepping into the limelight for such causes – which is regrettable.
The transition to digital fundraising redefines “A-list talent” more as individuals with strong connections within specific communities rather than those widely recognized. As Matt Fitzgerald, a crowdfunding advisor for charitable ventures with YouTube star MrBeast, puts it, “The most effective messengers today might not be familiar names to nonprofit leaders, unless they inquire about their children’s or grandchildren’s favorites.
These innovators are progressively organizing the cutting-edge telethon by utilizing live streaming. For instance, a client of ours, known as Jacksepticeye online – a popular gamer and comedian – has been hosting an annual holiday event called Thanksmas on Twitch. Over the past five years, it has accumulated over $25 million in donations. This approach represents the future trend.
Michael Wasserman, the CEO of Tiltify – a fundraising platform that organizes events like Thanksmas – points out that livestreaming brings a new sense of vitality. “With this technology,” he explains, “donations are instantly visible: your name pops up on the screen, the total increases – it’s rewarding.” He continues, “When a specific target is reached, a headliner’s performance becomes accessible. These elements were not possible in previous events of this kind.
For supporters of causes and those who advocate for them, the decline of traditional telethons might not be entirely unwelcome. As Sun puts it, they were often like a “savior-superhero strategy,” and Kropa adds that their online counterparts offer an attractive closeness with potential donors.
This tale was initially published in the November 13th edition of The Hollywood Reporter’s magazine. To get the magazine, you can subscribe here.
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2024-11-14 19:25