I would say that is not a very sustainable model because idea of the article is to point out class of issue a group of people are facing, not a single person. Sending the money to that one person who faced the issue may give instant gratification and uplift one person/family but it won't help the cause.
And in a country like India, there will always be people who will game the system and the "send me money" button less credible.
And in a country like India, there will always be people who will game the system and the "send me money" button less credible.