When Los Angeles wildfires rip through neighborhoods, the gap between sympathy and actual help feels painfully wide. Milana Vayntrub decided to bridge it using a fundraising method that raised eyebrows and more than $500,000.

Vayntrub, 38, best known as AT&T’s longtime “Lily,” revealed this week that her project, Only Philanthropy, crossed the half-million-dollar mark. The concept is simple and intentionally strange. She offers “flirty and tastefully risqué” photos of herself in exchange for donations, with the proceeds going directly to wildfire survivors.

“I had this full-on crazy idea for an experiment,” Vayntrub wrote on Instagram. “After the LA fires this year, I saw that what people really needed was some cash. So I wondered if you and me could try something ridiculous and team up

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