Over 20 million girls drop out of school every year in India - the main reason being a lack of funds for their education. Project Nanhi Kali - a nonprofit organization supporting girl child education - is committed to keeping 100,000 girls in school and aims to bring many other out-of-school girls into the education system. But keeping girls in school requires donations and donations are hard to come by. The Indian affluent view charities with cynicism and apathy, and have an inherent mistrust of where the money they donate goes. Project Nanhi Kali's mainstream advertising and standard direct mailers were yielding little to no results. Our aim was to create a form a direct communication with current and potential donors that would really connect with them and help them believe in the honesty of our efforts.

Over 5000 books were printed and sent to Project Nanhi Kali's database of current and potential donors. The books were also distributed at Schools and Literary Festivals.