BDA CEO Jay Deutsch seeks individuals worthy of donations.
- Secret Millionaire is a one-hour alternative series that follows some of America's wealthiest people for one week as they leave behind their lavish lifestyles, sprawling mansions and luxury jets, conceal their true identities, and go to live and volunteer in some of the most impoverished and dangerous communities in America. Surviving on welfare wages, their mission is to discover the unsung heroes of America-deserving individuals who continually sacrifice everything to help those in need. Throughout this incredible experience, the Secret Millionaires will attempt to remain undiscovered, coming face to face with extraordinary and amazing people battling the odds every day of their lives. On the final day, in an emotional and dramatic climax, they reveal their true identities. Ultimately, the millionaires will each give away at least $100,000 of their own money, changing lives forever.