There would be an indicator on the ad to show it's an AdGives ad. Also the user would see how much was donated and who to on there way through to the advertisers site.

Down the line I envisage it growing to allow the user to direct the money from their impression + more..

Also, it will be run as either a non-for-profit or with a small profit from impressions (depending on what interests investors). We would still collect some percentage of impressions either way to pay for costs.