All the proceeds go to saving the lions.
They do need your assistance, however. You can find out details at their KICKSTARTER page.
Unrein plans to travel to South Africa to document—in painting—the work of Richardson with lions. The paintings will then tour around the world to promote awareness of the plight of the these magnificent creatures. When describing Richardson to people it is difficult to not lean heavily on "Crocodile Hunter" comparisons. There is a similarity in the sense that Richardson does have a feel for the behavior of large predators--and a sincere compassion for them.
Read more on Richardson and his work HERE.