Cfo Thought Leader

When Michael Kennedy first stepped into the CFO office at the Muscular Dystrophy Association (MDA) in 2018, he was surprised to learn that the association was spending $8 million annually on office space across the country.“Why were we in these offices?,” asks Kennedy, voicing the question that helped to kick off the first of what he now characterizes as a multichapter digital transformation.As it turned out, the 93 offices occupied by the MDA were a legacy of the organization’s historic Jerry Lewis Labor Day Telethon, a once-massive annual fundraising event for that had lost its mojo in the Age of the Internet.“MDA wanted to have an office near every local television station that was participating in the Telethon broadcast,” explains Kennedy, who notes that the MDA offices needed to compete with local Girl Scout troops and firefighters to secure fundraising airtime on the local affiliates.   “But the fact is that we had stopped doing the Telethon 8 years before I arrived,” reports Kennedy, who adds