Miracles on air: A couple’s journey to support children through radio

"We are proud to recognize the Sullivans as leaders in philanthropy," says Mandy Richardson, the Foundation's director of philanthropy. "Their dedication to community and ability to bring people together to make a difference in the lives of others is inspiring."

BUILDING A LIFE AND BUSINESS
High school sweethearts Ed and Sally Sullivan grew up in La Crosse, Wis., and married in 1960. After high school, Sally was a teacher at Galesville-Ettrick-Trempealeau School while Ed was a crane operator by day and a musician by night. Vowing to live their lives without having to ever ask "what if," they left their jobs in early 1968 and set off on a nearly one-year tour with Ed's band.

When the tour ended and the couple returned to La Crosse, they took another risk by changing careers. In late 1968, Ed and Sally purchased a supper club in Trempealeau, Wis., that they named Ed Sullivan's. Like many small businesses, the restaurant became a family operation later in life as each of their three daughters worked there during their high school and college years.

Though the restaurant kept the family busy, Ed stayed connected to the local music scene. In 1983, he was asked to do a radio show on 1490 AM every Wednesday morning. Ed agreed and, in honor of his Irish heritage, decided to call the show "The Blarney Party." Soon, Ed invited Sally to join him on-air. The couple bantered, took requests from callers and played hits from many decades. The show became so popular that it eventually moved to five days per week.

SHAMROCKS, SONGS AND SUPPORT
In 1992, based on the popularity of The Blarney Party, Pat Smith of the La Crosse Radio Group asked the Sullivans to do a marathon, 24-hour radio show. Ed was willing, but he thought they should have a purpose. Since the radio station was a sponsor for Children's Miracle Network Hospitals, a program of (what was then) Lutheran Hospital, Smith suggested the marathon become a fundraiser. Ed and Sally didn't know much about CMN Hospitals at the time, but they were longtime Gundersen patients and loved the idea of helping local children.

Not one to do anything half way, Ed decided their fundraiser, The Blarney Party Challenge, should have a goal, which he set at $5,000. "We stayed on all night and came close to our goal, raising $4,000 in donations," remembers Sally. "But the next day, we learned that an anonymous donor had enjoyed the show so much, they made a last-minute gift of $2,000 so we could exceed our goal."

Following that first marathon event, Ed and Sally met with members of Lutheran Hospital Foundation to learn more about CMN Hospitals. They even toured the hospital to visit children who were being treated for cancer. "Once we realized just what CMN Hospitals did for local families, we committed to doing the fundraiser annually," says Sally. "We wanted to make each year bigger, better and more successful than the last."

Then, Dean Morton of TCI Cable invited them to turn their annual radio event into a telethon, which they did. While the Sullivans served as hosts, the show featured a variety of musical acts, special guests and interviews with CMN Champions (now called Heroes) and their families. Volunteers operated the phone banks to accept donations and, occasionally, to pass along a caller's challenge.

"Some callers, especially people who knew us, would sometimes make wild requests that Ed sell his shirt or tie- or even break into dance-as part of the show," remembers Sally, laughing. "Of course, Ed usually accepted the challenge, as long asit came with a donation, which is why we had such crazy fun. There were so many memorable moments."

As the telethon's popularity grew, community members and organizations began fundraising at other times of the year and presenting the donationsto CMN Hospitals during the annual Blarney Party Challenge. "Our philosophy was that when it came to giving, no amount was too small. Every gift made an impact," says Sally. "We also emphasized that donations to CMN Hospitals stayed local, and that made a difference to supporters. The idea of neighbors helping neighbors really resonated."

In 2001, Ed and Sally sold the restaurant and retired, but they continued the annual telethon event, which had moved to Charter television in Onalaska where Shirley Weibel and her Charter crew facilitated the program.

Perhaps the most memorable moment occurred near the end of the broadcast in 2008. Ed and Sally's grandson, Braeden, had sold bracelets throughout the year to support CMN Hospitals, so he was scheduled to present his donation of $1,000 to his grandparents. When Braeden came on stage with the check, a cascade of balloons began to fall from overhead in celebration of an incredible milestone. That donation from their very own grandchild pushed the cumulative funds raised (1992 to 2008) from The Blarney Party Challenge to over $1 million.

GRATEFUL FOR CARE AND COMMUNITY
Though Ed and Sally were often center stage at these fundraisers, Sally emphasizes that the community's generosity, including the tireless support from "an army of friends, volunteers and fellow business owners" were at the heart of it all: "I can't say enough about the dedication of so many people, too many to mention, really. Without those who manned the phone banks, operated the cameras, set up and tore down at events, donated items to be auctioned off-and much more-these events would not have been possible."

The final Blarney Party Challenge aired in 2009, just before Ed was diagnosed with a muscle disorder called Inclusion Body Myositis (IBM). He passed away peacefully, surrounded by family, at Gundersen on March 19, 2020. "Though we have always been grateful for the care we received at Gundersen throughout our lives, including from our most recent primary physician, Michael Dolan, MD, I was especially touched by the compassion of Ed's end-of-life care team, led by Kyla Lee, MD," says Sally. "The level of empathy and compassion we experienced was simply extraordinary."

Sally, who says she was both "proud and humbled" to accept the Founders Award, emphasizes there is power in community members coming together. "Ed and I have been inspired by so many wonderful people who believe in helping others and strengthening our community," she says, smiling. "And, like Ed and me, many of them believe in making a difference while having a whole lot of fun."

Want to make a difference in your community like Ed and Sally Sullivan? Consider donating to Children's Miracle Network Hospitals at Gundersen Health System, or any number of funds that support people right here at home.

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