Telethon: Why the children’s charity event is the world’s most successful

In its 57th year, Telethon is in better shape than ever. From humble beginnings, Australia’s premier charity fundraiser is firmly part of this State’s social and corporate fabric, and has been part of the lives of West Australians for generations.

But why has it held on and become so influential? Those in the know suggest it has much to do with inherent generosity, a dose of sentimentality and parochialism and even the smallest contributions being valued.

Now the nation’s most successful charitable event, Telethon began in 1968, modelled on marathon televised fundraisers in the US.

Its fundraising growth has been exponential, breaking the $1 million barrier in 1980, climbing to $2.5m in 2000, $13.4m in 2011 and $25.2m in 2014.

That was a watershed year, with mining colossus BHP making the biggest donation in the event’s history — $20 m over five years — which it repeated in 2019 — and the Commonwealth matching the State Government’s $3.5m donation.

And in recent years, Telethon has gone from raising the world’s highest amount per capita to now being the most successful fundraising event of its kind, globally, trustees board chair Richard Goyder confirmed.

The records just keep getting smashed, with Telethon amassing a staggering $77.5m last year.

“You can take all of the sort of histrionics out of it, but that is extraordinary,” Perth Lord Mayor and Telethon stalwart Basil Zempilas said.

So what is it that has made it dwarf other fundraisers around the nation such as one in similarly resources-rich Queensland, which raised $6.8m for one charity this year?

Mr Zempilas credited WA as being just as skilled at being generous as it was at making money.

“When WA decides to be good at something ... whether it’s mining, the sporting world, in medical research, if we decide we’re going to go full bore, we are very, very good at it,” he said.

“It’s not being too cute to say that.

“We have a lot to be grateful for: we’re rich in natural resources, but we’re rich in generosity also.”

Mr Goyder agreed, saying West Australians knew the State’s wealth and lifestyle quality were envied around the world, and accordingly felt “not just an obligation to look after kids and families who need it” but to “make sure that we do it”.

Mr Goyder said Telethon’s trustees sometimes “knock on doors” to personally drum up support.

There were private individuals who anonymously, not wanting any attention, donated “a lot” and applied great rigour to ensure there was integrity in the process and beneficiaries — now totalling 136 — were properly assessed, he said.

“The reason they do it is so they, like me and others, are really confident the money goes to really valuable causes,” Mr Goyder said.

Every cent received from donors goes to Telethon beneficiaries, but the overheads are entirely covered by bank interest, Seven West Media, and personal donations from Kerry Stokes.

“Every cent that someone donates goes to a beneficiary,” Mr Goyder said.

“People I speak to on the east coast just marvel at the generosity of West Australians and businesses and philanthropists in WA.

“But it wouldn’t be successful if people didn’t feel that their money was being put to good use.”

It went beyond big backers and was a “State-wide movement”, Mr Goyder said, with the Telethon weekend and grand total unveiling being the culmination — and final topping-up — of year-round community and individual fundraising events.

He cited 17-year-old Scott Guerini from Southern Cross, who started gathering sponsorships for long walks at the age of four and by 2023 had raised more than $200,000 for Telethon.

“He’s a young hero,” Mr Goyder said.

“He’s just done these amazing, extraordinarily long walks and does it every year.”

Former premier Richard Court said the fundraiser was “deliberately inclusive” and most heart-warming when it was kids helping kids.

“The children putting in their dollars at a young age ... that’s the most important money. It’s teaching them the importance of giving and that’s what makes a society stronger,” Mr Court said. “You don’t have to be rich or poor: it’s about being involved and with the right motive.

“All sections of the community have the opportunity to make a donation, whether it’s large or small, and it’s all going to such a good cause.”

His successor, Colin Barnett, agreed.

“I think a big part of Telethon’s popularity and support is that all levels of the community get involved, from elderly people down to very young children,” Mr Barnett said.

“They learn the importance of thinking of others and being generous where you can.”

Hancock Prospecting executive chair Gina Rinehart reflected similarly.

“All of us — or someone we know — are touched at some point by Telethon,” she said.

“Our industry is able to support so many other worthy initiatives ... both directly and through the highest average wages in the country.”

Mr Zempilas said sentimentality for the 26-hour broadcast itself — and fierce, unashamed parochialism — also played a part in Telethon’s success, prompting parents to urge their children to watch it.

And they found its sometimes unpolished presentation novel, rather than daggy and -dated, he said.

“When you come back from the call centre, back to the panel or throw to the act, somebody might not be quite ready, or they’re not looking at the right camera,” Mr Zempilas said.

“Kids are used to seeing such highly produced, very much edited, finished products. To see that rawness is something quite new and something quite cool.”

It had evolved, though, now also taking online donations, he noted.

“But the essence of Telethon and some of those key ingredients, like the panel, like reading kids’ donations, like announcing the final total at 8.30pm on Sunday night, they have stayed the same, and those elements connect the generations,” Mr Zempilas said.

Mr Court also reflected on watching the broadcast as a family tradition.

“My parents, Charles and Lady Rita Court, used to love going out to the old Channel Seven studios in Tuart Hill for the Telethon weekend,” he said.

“And then (my wife) Jo and myself, we’ve been involved since its inception.”

Telethon was “a household name”, and West Australians had stuck with it, Mr Goyder said.

“In Western Australia, we are a bit different ... I think people are proud of that,” he said.

“They actually do care.

“They also look at the scoreboard and say, ‘Can we beat last year?’ We’re probably a competitive State in our own way.”

Back at the big end of town, Telethon’s corporate supporters have promised they will also stick with it.

Jason Chan, managing director of Bankwest, which was a founding partner way back when it was named R&I, described Telethon as a “legendary WA icon” that “runs deep in our DNA”.

WA staff had clocked up more than 20,000 hours volunteering in the Telethon call centre, Mr Chan added.

BHP’s asset president for WA iron ore, Tim Day, described the event’s impact as “awe-inspiring”.

“Whether it’s a little kid ringing up to pledge the last of their pocket money or big business donating millions of dollars, we’re thrilled to back a cause that’s so close to the hearts of West Aussies,” Mr Day said.

Simon Trott, chief executive of Rio Tinto’s iron ore division, said the miner was “deeply committed” to helping promote “vibrant and healthy communities” in WA, including through Telethon.

The mining behemoth has donated a whopping $16m since partnering with Telethon in 2020, focusing its support on juvenile mental health and type 1 diabetes.

Rob Scott, chief executive of Wesfarmers, said the mega-conglomerate knew it could “only be successful over the long term” if it was “connected to and invested in the local communities where we operate”.

It had partnered with Telethon and The Kids Research Institute Australia for 30 years, he said, with its support aligned to the Wesfarmers Centre of Vaccines and Infectious Diseases.