If you look at the fine print on the bottom of the giving page. They are applying for the 501c3 status, which would make your contributions tax deductable. Its under review, so I'm assuming they have filed an application and are waiting on the IRS to make a determination. I'd tell your friend to call them and find out what they are trying to accomplish- where's the money going and what they are trying to accomplish.
Ok....got a phone number?
Some of the discussion with the person trying to find out about this group, was conversations with other well know people in the industry. And NOBODY has a clue to who runs this outfit. The bee industry is a small one. I could mention first names like Dewey, Kim, Jim, Ross, Kirk, Dennis, Nancy, Dave, and a host of beekeepers, researchers, etc. Everyone knows everyone. But nobody knows of the honey bee conservancy.
I'm just trying to find something out about them. I do not want to judge them. But as of yet, nobody has a clue. Are they beekeepers? Or just slick marketers taking advantage of the bee crisis? The website mentions not one project that has been donated too, or a plan of one in the future as far as I read. It is a site that lists no members, no names, no board, no address other than a Post Office box, and not one picture. Just multiple ways to donate money, then advice on how you can help....plant a flower.
A little odd at this point.