They're using tipjoy to encourage donations and visibility via tweets, which should also allow measuring how much money was raised directly by the event. Wonder what they are doing to measure the other impacts, such as e-mail addresses gathered from potential donors? Would love to see a report afterwards that shows things like which tweets were most influential in convincing people to donate or help.
Feels like this is notable in part because it's one of the first "twitter inspired" charity events. (Unless there are previous ones, does anyone know?) What can a charity do if it is going to be the next one to try such an event?