The article explores the evolving landscape of charitable fundraising efforts, particularly in the face of declining linear television viewership and the rise of digital platforms. It examines how organizations and celebrities are navigating the changing dynamics to effectively reach and engage potential donors in the modern era.

Harnessing the Power of Digital Platforms to Drive Charitable Giving

The Shrinking Footprint of Linear Television

The article delves into the shift from traditional live telethon events to more digitally-driven fundraising initiatives. In the past, media conglomerates would often "roadblock" their airtime to command public attention and raise funds for causes, such as the post-9/11 "America: A Tribute to Heroes" and the Katrina relief efforts. However, as network television viewership declines, charities are now compelled to diversify their tactics and leverage multiple platforms to reach potential donors.

The Increasing Frequency of Crises and the Need for Rapid Response

The article highlights the growing challenge of responding to the sheer volume of large-scale crises and disasters that have occurred in recent years. Nicole Sexton, president and CEO of the Entertainment Industry Foundation, notes that "there's often not enough time to respond before the next occurrence becomes front-page news." This has necessitated a more agile and adaptable approach to charitable fundraising efforts.

The Empowerment of Celebrities and Influencers

The article explores how the rise of digital platforms has empowered celebrities and influencers to directly engage their audiences and drive charitable giving. Strategist Julia Rosen explains that "celebrities — traditional ones and influencers — now have the ability to immediately, directly reach out to their audiences." This has reduced the need for elaborate productions to draw attention, as celebrities can leverage their existing platforms to mobilize their followers.

The Evolving Role of Social Media

The article delves into the growing importance of social media platforms in charitable fundraising efforts. Rachel Kropa, head of social impact at management firm Range, notes that social platforms are better suited "for talent to talk to fans more authentically and intimately about their cause." This allows for a more personal and engaging approach to fundraising, where celebrities and influencers can directly connect with their audiences and drive donations.

The Emergence of Livestreaming as a Fundraising Tool

The article explores the rise of livestreaming as a new model for charitable fundraising. Creators like Jacksepticeye, a gamer-comedian personality, have been hosting annual events like "Thanksmas" on Twitch, which have raised over $25 million in the past five years. This format allows for real-time engagement, instant gratification for donors, and the ability to unlock additional content or performances as fundraising milestones are reached.

The Evolving Role of Charities and Their Champions

The article suggests that the twilight of the traditional telethon may not be a bad thing for charities and their champions. Melissa Sun, a marketing consultant, notes that the "savior-superhero strategy" of telethons is being replaced by a more personal and intimate approach, where celebrities and influencers can forge a closer connection with potential donors. This shift, according to Rachel Kropa, "allows a closeness with potential donors that is pretty compelling."