This is a fundraiser to raise money for worthy causes. Here's some more information about it:
After the events of the 2011 Japanese Earthquake and Tsunami, we want to help out and give back to the Japanese people. We hope the anime community can band together and help the Japanese in their time of need. This is a charity hosted by GlobalGiving. UPDATE (4/15/2016): After the multiple earthquakes that hit Kumamoto, we are once again asking for your help! Help those in Japan after these disasters. Stay strong Kumamoto!
Please support the organizer's efforts by donating to one of the projects below.