We created job applications with attached CVs of underprivileged kids and mailed them to these executives. Basic printouts on A4 sheets with a covering letter. The CVs detailed the hardships these kids went through in an effort to get a basic education for themselves. And went on to tell the reader that with his help these children could one day apply for the job.

At the end of the letter, we had our website address urging readers to visit and contribute to the cause. We also replicated the idea for an email version that had the CV as an attachment.With this innovative approach, we were able to avoid the trash bin till one reading at least! It was startling to see the struggles of an underprivileged child in the form of accomplishments on a CV. Besides, the medium of a CV also drove home the fact that with an education the child can one day aim for a good job.

- 20,000 e-mails were sent out to senior executives in corporates.

- 60% responded to the communication by visiting our website.- Plan India recorded a 250% increase in fund collections as compared to previous conventional EDM activities.