Community-led marketing for Mozilla Firefox.

I have said earlier that I am very impressed with Mozilla Firefox. Today, I must say I was bowled over by the innovativeness of their marketing. For the launch of Firefox, Mozilla is putting together a campaign that will entirely be funded by community members. Interested members may donate $30 for the campaign. 2,500 donors will be mentioned in the 1 page ad in the New York Times (that is a total of $75,000). What should the name be for this kind of marketing? community-led marketing? open-source marketing? More at 1, 2, 3.