To the fans saying "they are disgusted" and that "the full amount should be given to charity", do you ever buy anything for yourself? Clothes? Scarves for the match? Flags? Sunderland related merchandise? A car? If so, why don't you give all of that money to charity? Giving to charity is fantastic, I'd say the majority of us do, whether it's through the means of this fund or in other ways, therefore if some decide they wish to pay for a fly-by mocking our rivals (who absolutely hate us I might add), then there should be no problem. People can do whatever they wish with the money they earn and should not be made to feel bad for choosing to spend it on something which is essentially a form of enjoyment.
We're also supporting a local company who has just received free media coverage which would have likely cost them a few hundred quid if not more.