Sweet Relief at 50555

I heard about this over at Mobhappy. "The basic idea is that people text “HEAL” to the shortcode 50555, and get a message back confirming they want to donate the $4.99 via their phone bill, and they’re then entered in the “Sweepstakes of Swag”, a drawing for some music memorabilia."
The good question raised is how much goes to carrier and how much trickles down to the musicians who need relief. I don't think the carriers need the relief.
After a little googling, I found out that 50555 belongs to Mobile Accord http://www.mobileaccord.com/.