This is their official press release and the link to the original blog post.
Please shop this event. It's for a very good cause!
Soles4Souls has an official rep avatar in world that you can actually message - and she clearly has her office number on her profile so you can speak to someone directly in regards to where the funds are going. You can look her up by her key: cd81629f-8e89-4c90-9710-708b53e314d1.