I think 12 sideprojects in 12 months would be more appropriate, at least to the approach I'm planning to take.
Regarding this project, I follow the creator on Twitter and he announced it yesterday I believe, and today I was thinking about it and ran into the same question "does the money go to the website or to the friend?".
Logistically, I don't think paying the friend would be something easy to do (does Stripe even allow for something like that?). Going 100% to a non-profit would leave no room for profit, so I would personally go with 80/90% to a non-profit of choice and keep the remainder as a fee.