We could look at this a couple of ways.
First, the only legitimate redistribution of wealth is charity. They could reword some things to make it that. Essentially it's getting people to voluntarily donate to what they believe is a worthy cause....
What I find annoying is that rather than search out local charities that are doing good and actually helping people in their communities, so many lemmings are easily manipulated by social media so that the cause du jour garners attention and dollars while the local charities not lucky enough to have people skilled in this kind of emotional manipulation suffer. Further, it strikes me that many people jumping on these "viral" crowd funded campaigns are doing it, down deep inside, to be part of the story and to get their personal yah yahs off.