CHICAGO - MDA, the Muscular Dystrophy Association, today announced that the new realities of television viewing and philanthropic giving have made this the right time for the organization to move beyond its historic Labor Day telethon. It will discontinue production of a broadcast telethon effective this year.
MDA plans to invest more in digital and mobile channels for consumer engagement and activation. The organization will continue to share the inspirational stories of MDA families on Labor Day and throughout the year via digital channels as part of an emerging year-round plan to revitalize its brand, connect with donors more frequently, strengthen family support, and attract and recognize sponsors in new ways.