How to promote a gifting system?

Hey I have a challenge promoting something which I'd love some input on. It's a very cool, unique "activity" where people help eachother by literally gifting money. It's a legal, tax-free way to make money. Yeah I know what you're thinking... it *sounds* super scammy. I wouldn't blame anyone for thinking that (I did initially too). It's def not though, and it's also not selling, and not MLM, etc (and yes, it's legal!). I can explain more if you're curious, but that's not actually the point of this post...

Here's what I'm asking - any ideas on how to promote this when on the surface it seems shady?

Finding it challenging since a brief description often turns people off and then they shut down, and aren't open to hearing more. Would love to hear your thoughts.

PS - if you want to help directly and have experience in marketing/PR or anything related, pitch me and I'll consider hiring you :)

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