American business magazine Fortune has launched a new decentralized donations fund alongside nonfungible token (NFT) artist Pplpleasr, with proceeds earmarked for independent journalists and programs that foster journalistic integrity.

The new Fortune Journalism PleasrFund was launched on the blockchain through Endaoment, a charity-focused decentralized autonomous organization, the company announced Monday. So far, the fund has been allocated 214.55 Ether (ETH), worth roughly $660,000 at current prices, which represents half of the proceeds of a limited edition Pplpleasr NFT sale commissioned by Fortune that concluded in August.