If it went to the friend, it'd create a perverse incentive for your friend to not actively encourage/support you. Sure, most friends won't consciously respond to this incentive, but I think subconsciously they'll care less.
If it went to a charity, I wouldn't really feel bad about losing it. It'd significantly decrease the threshold of pain and thus decrease the incentive.
Since it goes to the "greedy" owner, I feel all the more pressure to get it done.