Taking on a specific mitzvah that speaks to you not only helps to elevate the soul of Leiby Kletzky, it elevates your soul as well.
From here http://www.aish.com/jw/s/Shocked_into_Silence.html
I have not heard of anything in my time in Orthdox Judaism that allows someone else to have points over you doing a "mitzvah" except basically saying mourners kaddish for a deceased relative, or peripherally if you encourage doing a so called mitzvah you can get points for it. Kletzky did not do anything to encourage mitzvah performance. He just got murdered.
So basically it seems like Aish is exploiting the murder to further its own ends of social enginnering using ideas that seem to have no basis in "halacha."