A center in Toronto found a way to receive donations through what they call the "Amazon loophole."

The Jane/Finch Community and Family Centre is a multi-service agency serving the northwest community of the city since 1976. Focusing on poverty reduction, the community center offers many services to residents of all ages in the Jane and Finch area.

Michelle Dagenino, the executive director of the community center, said, "It's hard to draw attention to our causes." "So, these are largely local issues, and sometimes they are problems that ... if we live in a place where we feel comfortable, we don't necessarily think about how hard it is sometimes just to feed your family."

With the help of a Toronto-based creative agency, the "Bill It To Bezos" campaign was formed as a way to raise awareness among a younger demographic. Dagenino said, "We are working with 'Angry Butterfly,' the creative agency,

talking through some different communication ideas - it's basically I think the existence of a loophole - around Twitch."

As for Amazon, its billionaire CEO Jeff Bezos owns Twitch, a live streaming service typically used by video game enthusiasts. Amazon Prime users can get a free Twitch subscription through their Prime Gaming account, through which they can subscribe to a Twitch user with their account. "Every month,

Amazon Prime members receive a free $3.50 subscription to a Twitch live streaming channel. Jane/Finch Center said in a tweet on Thursday, if unused, it goes directly back to Amazon. By subscribing to the Twitch channel, the Jane/Finch Centre, users can send a monthly donation of $3.50 to the community center - at no extra cost. "So, the idea behind that is that we take a company that does not benefit local communities, and, you know, turn it into an opportunity for people so that they don't necessarily have to take money out of their pockets and donate a small amount to the center,

Dagenino said. "We really want people to realize that there is significant value even in a small donation." What will the donations be used for? Dagenino says the center has a fundraising goal of $20,000. Since this particular campaign targets a younger demographic, Dagenino shares her primary goal is to put the money into its youth programs. Our youth programs include a physical space for youth

, as well as all the programs that run from there after school, six nights a week in the evening," she said. But since Jane/Finch Center is a multi-service agency, donations will also be used to fund other center programs and services. The "Bill It To Bezos" campaign was launched on Thursday, and at the time of publishing this article, the Jane/Finch Centre currently has more than 100 followers.

Edited by: Yusra Bamtraf