Watch the video Jared & Jared made. He explains the entire financial aspect. Of course any organization, non-profit or otherwise, is going to have fees to operate (server costs, tech, etc.). 100% of the proceeds means after those costs.
None of us on Twitter are being paid a cent to promote it, we are doing it because it’s what the basketball & football programs need (and want) to be successful, and we want to help promote that success. I hope you and others will choose to promote and support that success as well.