i think that if a site is fundraising for public funds, it is important to know that it is credible and has integrity. While the cause is definitely noble, whether the money goes to the right places or not would be of prime importance to me. People may say that it is important then to be public about who is behind the site, and i must say i was suspicious when i couldn't find anything about the owners of the site.
However, one could also say that DS.com is being cagey over who owns it. One BIG difference is that helpshugdenmonks.com is a fundraising site and every page has the link to paypal. However, DS.com is not into fund raising but awareness raising. While donations are welcome, they do not make it so overtly crass and commercial and I am sure majority of the readers enjoy the content without making donations or being compelled to make donations.
Another big difference between Duke's Sangha Jewel and Ds.com is that Sangha Jewel purported to have endorsements from the monastery but I read that those were under false pretences. Also the Shugden monasteries have withdrawn any association to Sangha Jewel and Duke. This tells me that there is some hanky panky going on. DS.com on the other hand, has letters from the monasteries and the 101st Ganden Tripa no less, which tells me that DS.com is genuine.