It's a fund-raiser. Offbeat. Over-the-top, like Stone Brews. You offer to dye your hair green if enough people pledge money to see it happen. You get them to make the pledges. You dye your hair green and 100% of the money you collect will be donated to three great charities. Simple. You also get special recognition and beer privileges at the Stone Brewing 5th Anniversary Open House. The greenest participant (the one who brings in the most $$green$$ for charity) wins:
THE GREEN GRAIL OF ALE.