Honest or not, starting a startup for the sake of making money (whether that money will fund a more altruistic "end-goal" or not) is probably not the right reason to build a company.
...or at the very least I don't think it's the reason that you want to advertise.
I don't have any experience with it myself, but ZPM Espresso is a relatively high profile Kickstarter campaign that recently went through this process for their product (a home-appliance espresso maker).
...or at the very least I don't think it's the reason that you want to advertise.