Event Organizer Says Cancer Telethon Could Have Been Better Planned

Last week’s hour-long Stand Up to Cancer telethon — the first of its kind, broadcast simultaneously by ABC, CBS, and NBC — has raised more than $100-million for cancer research. And money is still coming in through calls to the event’s toll-free number.

But some professional event organizers say the telethon — while an admirable undertaking — was poorly organized and, as a result, raised far less money than it could have.

The event planner Harry A. Freedman, co-author of Black Tie Optional: A Complete Special Events Resource for Nonprofit Organizations, says that he watched the telethon with dismay “for a lot of reasons,” adding: “They could have raised $500-million.”

“I wanted to give,” Mr. Freedman says. “I tried to call the number every 10 minutes and for half an hour afterward. I could not get through.” He says he was also unable to get through to a Web site the telethon touted as a way to make a secure online donation.

Mr. Freedman cites several other things he thinks the telethon’s organizers could have done better. During the program, he notes, philanthropist Sidney Kimmel announced a $25-million donation. “Why not make it a matching gift?” he says.

Mr. Freedman says he was also surprised that none of the more than 100 celebrities and leaders featured on the program announced their own gifts. And unlike other such broadcasts, there was no announced goal or any report during the show of how much was being given.

Finally, he said, there was no report of how much the telethon cost and whether airtime and other expenses were donated.

In response to questions, the Entertainment Industry Foundation, which is serving as the fiduciary agent of the telethon, said in a statement that the broadcast cost about $5-million and all of its costs were covered by a portion of donations made by several corporate sponsors.

The foundation did not respod to Mr. Freedman’s criticisms, stating only that “we are very pleased with having raised over $100-million.”