100% of the money from the letter sponsors goes to making the event for the kids as memorable as possible. The money will not be used for any overhead costs, salaries or allowance to staff. If the letter sponsor raises or donates more than 12,000 USD, the remaining money after production costs will be used for future events, promotion and marketing.
Example of relevant costs:
Food for the kids
Transportation of the kids
Performance / entertainment at the event
Social media promotion to attract buyers of the pictures
Rental car / petrol
Giveaways to the kids
Safety equipment for the event
Rental of portable toilets
Rental of crane (to take the picture)
Basically everything that is directly connected in making the event as memorable, safe and inspiring as possible for the kids.