It's seated. There's 7 different seat types that you can get in Account Manager if you're a STH (or Premium Club/Garden Society, or Game Plan Holder), and they're all loge. You don't get to pick your exact seat - it will determine the "best seat available" in the category you pick. It's $10 from Account Manager, $20 if you're not a STH, Game Plan Holder, or have a Premium Account.
I have absolutely no doubt that the Boston Bruins Foundation will be getting a nice check. I do, however, question the wording. They say "Net Proceeds", but that no doubt means they're subtracting something from the $10 (or $20) per ticket cost to cover manning the event, which is reasonable. And I assume this is net proceeds from the ticket sales only...they're most certainly still selling hot dogs, nachos, and beer....and, legally, there are restrictions on changing the price of alcoholic drinks, because someone in the 80s got drunk at a happy hour at a Ground Round and killed someone in a parking lot.
I'm sure JJ will making something from the event, but I don't think it's from the $10 charge.