The ability to be anonymous allows people to let their bad impulses win. I know I think harder about what I say on forums that require me to use my real name or show what I say on, say, Facebook where people who know me will read it. The internet would be much more civil if people weren't allowed to hide behind masks. Some might argue that would stifle free expression of important ideas but let's be honest. Most negative comments aren't useful and if they were, people would express them without the mask.
There's zero reason to complain that someone found another way to make charitable giving a fun event that increases awareness and makes it a social event. Organizations do that all the time by having people/employees participate in fundraising activities together. Charity gets services, goods or money and the participants have fun, build good teams, make new friends and overall feel good. I'm sure many people on this forum are too young or don't work for the kind of company that does this but it's so much easier to get people who normally aren't very charitable on their own to participate in a group effort that's also a little fun in the process. This challenge doesn't cost the charity much (I suppose they pay some to process the donations) because everyone participating is doing the promoting and buying any necessary supplies. Compare that to mailing out printed literature to millions where only a tiny percentage reply or putting on fancy parties for rich donors to attend or putting commercials on TV begging for money. This challenge is a low-cost/high return proposition so you should laud it, not criticize it.
P.S. I'm an atheist and my name is Lauri Mueller (before some smart azz claims I'm hiding, too.)