Humanitarianism isn't usually the first word we think of when discussing Kickstarter, the crowdfunding site best known for helping launch inventions. Then again, there's always a first for everything.

The Brooklyn-based crowdfunding project has begun its first social service campaign to raise money on behalf of Syrian refugees. As many as 12 million people have been displaced by the Syrian civil war, the White House said, and half of them are children.

The funding project, which commenced Tuesday at the White House's urging, has already raised nearly $1 million. The US government said it has already provided $4.5 billion in humanitarian assistance "to people affected by this conflict."

So far, there are nearly 15,000 Kickstarter backers; the average Kickstarter project raises about $18,000.

"This isn’t a typical Kickstarter project. There’s no all-or-nothing funding goal. The rewards are all about giving, not getting. And we’ll be donating 100% of our usual fee to support these aid efforts. Most days, this site is a home for people working together to create new things, but this campaign is about something else: working together to bring the most basic of necessities to people who need them dearly. Even a little support can give a family dry clothes, fresh water, or a place to sleep—those 'small' things that become everything as soon as you’ve lost them. We'd love your help," Kickstarter said.

The proceeds will go to the refugee agency of the United Nations on behalf of Syrian refugees—3 million of which are in camps in the neighboring countries of Iraq, Jordan, Lebanon, and Turkey. Europe is also seeing a huge influx of Syrian refugees, too.

Joshua Miller, a White House director, said it would not be the first time a crowdfunding project did some good. In the 19th century, Miller noted, thousands donated to pay for the base of the Statue of Liberty. "Just like we banded together in 1885, we can join together to provide shelter, food and medical assistance to these people in need," Miller said. "It’s the American thing to do."

A contribution of $15 provides one refugee with a mat and sleeping bag. A $70 donation provides two people with an emergency rescue kit, "including water, food, a thermal blanket, and dry clothes," according to the Kickstarter site. Contributions are tax-deductible.

Kickstarter's move is refreshing, and it has designed a custom page for the project. Normally, projects on the site cannot promise to donate funds for a charity or cause.

Other online companies are getting involved in the refugee crisis, too. Online grocery delivery service Instacart is seeking donations for refugees. Airbed is providing housing and travel credits to aid workers. Google has also raised money for the cause and Facebook said it will supply Internet access to refugee camps.