Professor Stephen Salter, Dr Brian von Herzen, and others  have formed a new non-profit organization based in Scotland to fund a research team to develop practical technology to implement Marine Cloud Brightening. They point out that, as a result of climate change over the last 20 years, the Earth has become less reflective of sunlight. They seek to "rebrighten" the planet back to its former brightness, hence the name Rebrighten.org. They are seeking tax deductible donations.