Jordan Mallory for joystiq:
Recently, part of that whole "We're the Internet and we're upset about Mass Effect 3's ending" thing manifested itself in a Child's Play fundraising initiative called "Retake Mass Effect 3." The movement attempted to combine raising money for the charity with convincing BioWare to change the ending of its game.
BioWare was completely unaffiliated with the fundraiser, however, and no amount of money raised would guarantee a new ending -- a fact severely misunderstood by many people that donated. "We were dealing with a lot of very confused people, more every day, and that told us we had a problem," said Penny Arcade's Jerry Holkins in an update on his site. "Apparently some of the people giving to the cause seemed to think that they were paying for a new ending to Mass Effect."
Jerry Holkins, co-founder of Child's Play, has made a new rule about fundraisers in the future: "Child's Play cannot be a tool to draw attention to a cause. Child's Play must be the Cause."
And a great cause it is, at that.