Myisrael, a charity with a less conventional approach to fundraising, has just launched a new shopping app that collects donations for projects in Israel through online purchases from British retailers.
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Established five years ago, Myisrael is a charity registered in Great Britain that allows and encourages donors to choose a specific cause in Israel that appeals to them and guarantees that all funds raised will go directly to the end users and not to administrative salaries and overhead.
It was set up by former Disney executive Danni Franks after she moved from London to Tel Aviv.
The new free downloadable app collects up to 4 percent of each purchase from registered users at a list of more than 1,000 participating retailers – among them Marks & Spencer, Tesco, Sainsbury’s, John Lewis and Boots – for about 15 projects supported by Myisrael.
Franks said she was inspired by similar initiatives at other charities in England.
Since the money is raised through online purchasing, she added, British immigrants living in Israel will also be able to use the app to raise money through Myisrael for causes close to their hearts.
“There are many of us living in Israel who purchase things online from stores in England and then have our friends or relatives deliver the purchases when they visit,” she noted. “They can continue doing that, and at no extra cost, donate to these projects.”
Since it was established five years ago, Myisrael has raised more than 1.5 million British pounds from 2,500 individual donors. It supports projects with a budget of less than 500,000 British pounds that are apolitical.