Also, we do not know (and it is none of our business) how much personal money the family has paid into the reward fund. For all we know, they had to get a personal loan, 2nd mortgage, etc., to help bring their loving daughter home. Perhaps this is a close friend's way of letting them have the money to refund them. Personally, I think this is very kind. As far as where the money goes they are getting, you have a choice buy a shirt or don't buy a shirt. No one is volunteering, preparing food, advertising, etc., to be reimbursed (as far as I know). If a volunteer has a problem with this, then they can bring it to the shirt seller's attention. Finally, it doesn't sound like Ms. Bobo asked the person(s) selling the shirts to do this for her, they just wanted to.
Holly's mother asked for the shirts to be made so that the money could go to Holly herself to go on a vacation or so that Holly could buy whatever she wanted with it.
Holly's mother came up with the idea.