Darren Rowse celebrated ProBlogger's second birthday by raising $1100 (AU), or about $830 US, to buy 110 pairs of chickens for impoverished families via Oxfam Australia. He put a percentage of his weekly blogging income into buying chickens and invited his readers to contribute as well.
Readers could give in one of two ways: donate to Oxfam Australia directly, and send Darren an e-card during the purchasing process to let him know how many chickens they had purchased, or send him a donation via PayPal with a note saying that it was for the "chickens project."
He put up a "chook-o-meter" in the sidebar which tallied the number of chickens that had been donated (pictured here). When Oxfam contacted Rowse, they said that Blogging for Chickens was, "one of the more interesting fundraisers that they’ve seen."