It was just pitched to Martin and Lewis to help out and Lewis eventually got a lot more involved, taking over the organization. I still don't know how they make their budget each year without the telethon (unless the telethon ate up a lot of the donations).
And I'm a pig for saying this, but I most enjoyed the local cut-ins seeing the news anchors in evening dresses. Grew up with that on the TV. And Lewis and some kid on the cover of Parade magazine. The firefighter union guy, the other corporate types, Jerry "getting real" as he untied his bowtie and shifted his jaw.