A charity facilitating direct donations to "carefully selected" grassroots projects in Israel has raised over £450,000 in eight months, far exceeding its initial target of £150,000 in a year.
My Israel was founded by Danielle Franks, who says that every penny contributed goes to its allocated project. The charity's administrative costs are covered by separate dedicated donations.
An example of My Israel's ground-level support was a recent collaboration with student Rachel Ingram. The Radlett 21-year-old returned from visiting a Tel Aviv shelter for Darfuri refugees determined to help them.
Ms Ingram raised £1,500 after speaking about her experiences to a Radlett Synagogue audience and the money was quickly put to use to pay two months' rent for the shelter and to purchase an intercom system.
Citing the similarities between the plight of the Darfuris and that of the Jews after the Holocaust, Ms Ingram said she felt duty-bound to help them.
She argued that without My Israel's assistance, "the donations would not have made the difference they have".