Speaking generally about sponsored events, and not specifically about Captain Moore, there is a bit of a con-trick involved: someone does something very enjoyable, free of charge if they raise enough, like cycling the length of Cuba, running a marathon, sky-diving, or bungee-jumping, and lots of other people donate to a charity - but it's not the people who cough up who get the praise, but the person who had a great time, possibly for free!