This isn't Matthew Inman's first success with innovative crowdsourcing. When another humor site, FunnyJunk, sicced a lawyer on him after he publicly outed them for running his comics without attribution or compensation, the lawyer threatened Inman with a defamation suit unless he coughed up $20,000 in damages. Instead, the Seattle-based cartoonist started a campaign, Operation BearLove Good, Cancer Bad, to raise that exact amount and then donate all funds to the National Wildlife Federation and the American Cancer Society. He raised the $20,000, alright ... and another $200,000 on top of that.
SOURCE LINK to the full article: http://www.austinchronicle.com/screens/2012-09-07/geek-gift-giving/