They ask that people give them money in exchange for copies of the book, sketches, being taken out to dinner by Stephanie and Derrick, etc.
This is a Kickstarter.com project. Kickstarter is a "funding platform for artists, designers, filmmakers" and others to pitch their ideas to the public. They propose the project and the readers decide if they want they want to send money to support it.
Related: Jamie Tanner's business plan.
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