For only the second time in its 37-year history, the United Way Estevan telethon did not meet its goal during the broadcast.
The telethon wound down on Saturday afternoon with a total of $336,098, a tidy sum that will provide tremendous help to the charity's 18 member agencies, but short of the goal of $350,000 for this year's event.
The UW have now given themselves until Friday to reach the original target through donations and other community initiatives.
"We've got another week, if not sooner, and we're still going to be first in Canada," said UW president Dawn Schell shortly after the cameras stopped rolling on Saturday.
Schell described the failure to meet the goal, despite a substantial push in the final hour of the telethon, as a wake-up call.
"Our needs have changed in the community. Times are a little bit different right now. We're a little bit tentative. Some of our local businesses are no longer local anymore. They've been purchased by larger companies.
"This is an eye-opener for us. We need to be in the community more, we need to spread more awareness of the United Way and the work we do in our community, so those larger corporations that buy our local businesses know how important it is to our community to take part."
The total sat at about $110,000 as of 1:30 p.m. on Saturday. Not long after that, two of the telethon's top contributors, SaskPower and Sherritt Coal, stepped in with their donations, which were massive as usual.
SaskPower's donation came in at $106,794, nearly doubling the total, while Sherritt Coal handed over a cheque for $90,063.
Despite ending the telethon short of the goal, there remained a sense of achievement in knowing that more than $300,000 will be headed toward a myriad of worthy local causes.
"Of course we're satisfied. All that money is still going to be put to good use," Schell said.
The 33-hour telethon, which was broadcast on Access 7, featured a wide variety of entertainment, from school classes singing to live music and dancing, to interviews with several local groups that will benefit from the money raised.
The overnight portion of the telethon saw Estevan Comprehensive School students take over, putting on karaoke and other entertainment.
"We had such a wide range of entertainment this year. It was great to see. We saw different cultures come and participate and be part of our event, which is something we really haven't had. It was great to see different communities in our community come together," Schell said.
"Our entertainment is always fabulous. We had so many young kids this year and those young kids are going to be the leaders of our community. If they're taking part now, they'll be taking part 20 years from now."
Another source of funding that added to the total was the array of raffle items, which ranged from handcrafted items to homemade baking.
United Way board members and volunteers and other residents took turns hosting the proceedings in three-hour shifts.
Schell said spending 33 hours working together with a group of people - not to mention the time spent preparing for the event - has a way of creating lasting bonds.
"It's probably one of the most rewarding things I've ever been a part of. I've been saying all weekend, 'You need to come down here, you need to be part of the atmosphere, you need to be here to see what it's like,' and even though we did not reach our goal, there was so much energy in this building. Everybody's so proud of their accomplishments. I can't say enough about the community and I'm so proud to say I'm from Estevan."
UW sent out a news release on Monday, asking the community to help get to the $350,000 goal by Friday.
"There is no disappointment in what we have accomplished so far. Just huge pride and thanks to all who gave so generously with time, donations, supplies and equipment. This year's telethon is so close to realizing its goal that we know it can be done with your help," the release reads.
Donations can be made at any banking institution in Estevan, at the UW office at 322 Fourth Street, or by mail. Tax receipts will be provided.
