JK Rowling, acclaimed author of the seven HP books, participates in an auction, donating a set of all seven HP books, signed by herself, to raise money for the people of Haiti, who are still recovering from a massive earthquake.
JK Rowling has in the past been very considerable in her effort to raise money for multiple legit organizations.
She is not the only UK author participating in this event. Multiple authors have contributed their additions to the charity drive. And all 100% of the given money from the sales of the items will go directly to the island of Haiti, and the people suffering in it.
None of the author expect to gain profit from the event, but are content with the fact that their efforts will benefit others in less preferable situations.