Idea for cryptocurrency

Eg: there is this small religion or say ardent followers of a "literally living person (now dead)" person. It has more than 1000s of crores plunging in through donations that goes towards temples, infra and causes. Suppose if I have this "RELegion" coin and people just buy those coins and donate whichever project of that "Institution" they want.. But… what increases the coin value in this case?