1. Benevolent option: the money goes to the website but it goes back to the user after a year, less a fee (the website will also earn interest for that year so you'd get fee + interest income). Not only do you help people stop procrastinating but you also help them with a saving program.
2. Devious option (and probably more commercially viable). the website takes the money but the website also runs a weekly lottery that pays out some fraction of the revenue collected.