Most of the time the pledge is not collected and nothing happens, the idea is that you align your love of self with your love of money and bring new energy into your life.
Assuming you gave it your best shot and the goal was not met, your pledge is collected and the money goes towards building this startup.
You could, and if your friend would be up for that responsibility that'd be great! Maybe you should!? Maybe you shoudln't? This entirely depends on your friend / favor relationship.
Let's understand the issue before attempting anything. The issue in this case is the service value received by the pledger may not feel matched to the pledge value. As a startup the question is now, how can we fill this value-void? It's tempting to use charity as a method to supplement value into the service experience. Some companies have tried only to prove giving to charity adds insignificant motivational value.
The core of Willpower is resisting short-term temptations for long-term goals. Willpower.net will be focusing on creating value and we'd like to ask you to support our pursuit to create motivational value.
tl;dr Willpower.net seeks to create value instead of outsourcing through charitable donations.