And — here’s your bonus — Vida Joven will teach you, dear fundraiser, volumes about state-of-the-art donor-centered, donor-worshipping, donor-appreciating, make-your-donor-very-happy comms

Tom Ahern

Make a $5 monthly donation to this orphanage; in return you’ll get a masterclass in donor-loving comms

I don’t recall how I first stumbled across Vida Joven (VJ; pronounced Vida Hoven, I soon learned). But I’m so glad I did. They give me far more than I give them.

VJ is an orphanage. It does extraordinary (and extraordinarily hard) work in Tijuana, Mexico.

The Vida Joven story amazed me from the start: since 1996, this determined (and for many years all-volunteer) orphanage has rescued thrown-away children from the merciless, dangerous gutters of Tijuana (in 2019, TJ was the “most murderous city” on earth, statistically) … and yet … eventually … those very same VJ-rescued kids mostly go on to college.

At the VJ orphanage, thanks to donors like you (and me, I am so proud to say), these abandoned and abused kids get fed.

Clothed.

Sheltered.

Protected.

Uplifted.

They get medical attention. They get counseled. They get educated. They get loved. They get unconditionally tolerated (abandoned kids aren’t easy). And they get a chance to succeed as an adult.

You want a good cause? THIS is a good cause.

And — here’s your bonus — Vida Joven will teach you, dear fundraiser, volumes about state-of-the-art donor-centered, donor-worshipping, donor-appreciating, make-your-donor-very-happy comms.

Below, VJ’s latest donor newsletter, shared with permission from Beth Beall, ED; who earned ISP’s Certificate in Fundraising Copywriting.

What’s great, IMHO, about this VJ cover? [I’ll let the other pages speak for themselves.]

The word “you” repeats 5 times in the BIG type. Plus an enchanting, nicely-crooked [more interesting than a squared-up] photo of a real child at the orphanage making great eye contact … and yet saying something chilling, “I thought it was normal to be hungry.” Whichreminds the reader of the kinds of problems they solve with their gifts. Plus warm, conversational language like “home” and “cutie pie.” Plusa colorful, South of the Border frame that takes me on aesthetic vacation.