Even the domain registration is private. That's not unusual in the biz world, but normally, a legitimate non-profit will proudly list the org name as owner of its own domain. Not here. The address given for the anonymous registrant is Scottsdale, AZ -- FWIW. Could be anywhere, or nowhere.
The site claims to have raised over $300K already. Assuming it's true (which I doubt) that's a helluva lot of money going to something that is totally anonymous and apparently, unaccountable. Maybe my suspicions are incorrect, and this is a bona fide (though still unnecessary) effort that's just being attempted by somebody without a clue about how to properly organize a legitimate, transparent, accountable non-profit org.
Activism is good. Transparent, accountable activism. But it's amazing people will send money to something so anonymous. Unfortunately, it's not true that anyone claiming to 'Like' what we like is worthy of our money. Sometimes, it's being fraudulently siphoned off for personal benefit.
If you know more about this one, do tell. Onward.