An even more appropriate move would be to spread the money around a bit and send some towards other unfortunate people who have suffered similar injuries.
McKinnon, for all his poor luck will have the backing of a multi-million dollar organisation that will come under media scrutiny to ensure they do the right thing by him.
Others will certainly not be in that position.
This will, no doubt, be the long term prospect...
Right now, all of the focus and emotion in on the bloke himself, so all the marketing/everything will be based around him and getting him better.
After his condition has totally stabilised, im sure they will expand the idea; a RiseForAlex Foundation that helps a wide group of people suffering through similar situations.
From a totally cynical perspective, this is just a giant PR move (and the ARLC is doing a bloody good job of it!!). They had a kid get paralysed on national television, and theyve turned it into the feel-good sporting story of the decade.
One thing im sure of is that, even after Alex recovers to the point that he doesnt need this kind of assistance, the RiseForAlex brand will be too valuable to let go of; they will probably build it as the big charity of the NRL...
