Since 1956, The Muscular Dystrophy Association (MDA) has had its annual Labor Day telethon, benefiting those who suffer from the disease of muscular dystrophy.

Airing on the ABC network, comedian Jerry Lewis acted as host from its inception in 1956; however, at the huge success of last year’s ALS Ice Bucket challenge, raising a large amount of money online, causing producers of the event to turn their focus to digital efforts.

As The Huffington Post quotes MDA’s president and chief executive, Steven M. Derks: “In the last few years, the show was adjusted to reflect changes in viewership and donor patterns.”

As witnessed by the success of the ALS ice bucket challenge, the president reflects, “Las summer’s Ice Bucket Challenge once again affirmed for us that today’s families, donors and sponsor are looking to us for new, creative and organic ways to support our mission.”

MDA’s telethon was recently renamed the “Show of Strength,” raising $56.9 million over the 2014 Labor Day weekend. Comparatively, the ALS Ice Bucket Challenge, raised $100 million in just a month, last year.

Due to the incredible success of the ALS Ice Bucket Challenge, the MDA will be investing its efforts in digital and mobile platforms to engage viewers of younger generation.

Jerry Lewis’ final hosting stint took place in 2010 and since then the program has been cut down significantly, reflecting a drop in viewership and commitment on behalf of the producers. Just last year, the show was cut from its standard 21 hour broadcast on ABC to just two hours last year.

The digital landscape is no longer an uncharted frontier; however, there are many accomplishments to be achieved and goals to be pursued on the digital front, as companies broaden their horizons and garner which platform will be a more viable interest for their cause.

Certainly, the lasting impact Jerry Lewis and the MDA have made on the consciousness and memories of viewers for the last half a century will not soon be forgotten.