People sometimes do events or sales in order to help a charity. For example, people in a church group might all bake cakes, cookies, and pies, and then sell them at a "bake sale". Then they give that money to an organization that brings food to elderly people who are too weak to cook for themselves.
When there's an event or sale like this to help out a charity, announcements of the event usually use the phrase "All proceeds go to ___". For example:
All proceeds from the celebrity golf tournament go to the American Red Cross.
Sometimes a business will promise to share some money with a charity. But since the buisness still needs to make money, they can't give everything to charity. In that case, they'll say:
A portion of proceeds go to the Animal Welfare Institute.
The word "proceeds" means money that you make from something. But it's really only used when you're talking about money that you give to a charity.