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While there still are donors willing to write checks, she said, that kind of fundraising is a harder sell for younger donors who are more interested in events, being involved with charities or getting something in return. The iMyne model lets them donate while shopping and earn a little cash for themselves.
“It’s not asking people to become major donors with us; it’s just asking for a piece of a penny a lot of times over,” Utter said.
The convenience of iMyne attracted Anita Hawkins, wife of former Minnesota Twins pitcher LaTroy Hawkins. (Athlete participation and social media have been big parts of iMyne’s marketing strategy.) She is using it to raise money for St. Jude Children’s Research Hospital.
“So many people shop online,” Hawkins said. “You don’t have to go out and ask for money. It’s an easy way to raise funds.”
Katie Humphrey • 612-673-4758
Poll: Which of Rick Nelson’s must-try foods at the State Fair do you most want to try?