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<title>GuideStar Newsletter: July 18, 2013</title>
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<p class="MsoNormal"><span style="font-size:11.0pt;font-family:"Arial","sans-serif"">I found this article has answers to questions I did not know to ask about raising funds by email. I think this is good information to use to better promote our on-the-ground
fundraisers to a wider audience and perhaps solicit direct donations, but one question remains: How do we grow the list of people sent the emails? Below my name is a copy and paste of the article, then the complete “GuideStar” e-zine (with its links) in case
you’d like to read their other articles.<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt;font-family:"Arial","sans-serif""><o:p> </o:p></span></p>
<div>
<p class="MsoNormal"><span style="font-size:11.0pt;font-family:"Albertus Medium","sans-serif"">Lorraine Rovig<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt;font-family:"Albertus Medium","sans-serif"">At NFB in Baltimore, MD<o:p></o:p></span></p>
</div>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Albertus Medium","sans-serif"">Office 410-659-9314, x2415</span><span style="font-size:11.0pt;font-family:"Arial","sans-serif""><o:p></o:p></span></p>
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</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><a href="http://www.guidestar.org/rxg/news/index.aspx"><span style="color:#0D64A9">News</span></a> >
<o:p></o:p></span></p>
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</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><a href="http://www.guidestar.org/rxg/news/articles/index.aspx"><span style="color:#0D64A9">Articles</span></a> >
<o:p></o:p></span></p>
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</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><a href="http://www.guidestar.org/rxg/news/articles/2013/index.aspx"><span style="color:#0D64A9">2013</span></a> >
<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:13.5pt;font-family:"Arial","sans-serif";color:#00457C">Raising Thousands of Dollars with E-mail: Interview with Madeline Stanionis<o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">July 2013</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Madeline Stanionis, author of
<i>Raising Thousands (if Not Tens of Thousands) of Dollars with Email,</i> recently spoke with her publisher about e-mail fundraising. GuideStar has published an
<a href="http://www.guidestar.org/rxa/news/articles/2006/writing-e-mails-for-fundraising.aspx" title="Writing E-mails for Fundraising">
<span style="color:#0D64A9">excerpt from the book</span></a>, and we're pleased to be able to share Ms. Stanionis's additional thoughts with you.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">Some say a subject line should be no more than 40 characters. Do you agree?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">A subject line should be as long as it needs to be to do the job. Sometimes it's a little longer, sometimes not. If you have a great, relevant subject
line that's 45 characters, use it! Of course, if your subject isn't great, do keep it on the shorter side.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">So tell me how to write a great subject line.</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Okay, I'll give you nine (I like to be specific) pieces of advice:<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l6 level1 lfo5">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Climb inside your readers' heads and understand where they're at when it comes to your cause and lead with what THEY are thinking (not with what your organization
wants to say!).<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l6 level1 lfo5">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Consider what else may be in their in-box that day. How will you stand out (without using a bait-and-switch gimmick that doesn't match the message inside)?<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l6 level1 lfo5">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Pay attention to subject lines used by large organizations. Chances are good they're testing sub lines and are using theirs for good reason.<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l6 level1 lfo5">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Use relevant news and pop culture. Use the sub line to connect what your reader is watching or reading with what you're messaging about.<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l6 level1 lfo5">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Shock, but only when justified. Sometimes situations are horrific, gorgeous, unbelievable, deadly, hilarious, and/or devastating. Usually, they're not. But sometimes!<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l6 level1 lfo5">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Get personal by using everyday terms, casual sentences, and occasionally questions.<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l6 level1 lfo5">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Read your subject line aloud and listen to how it sounds.<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l6 level1 lfo5">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Avoid CAPS.<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:15.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l6 level1 lfo5">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Don't be afraid of sentence fragments, slang words, lowercase, and other casual conventions. E-mail is a relaxed medium.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">And what are some of the best subject lines you've seen?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Well, the best subject line is the one that performs well today. It might not be the best tomorrow! But here's a few I've liked recently:<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Dunkin vs. Starbucks (you know you have an opinion!)<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Hey, did I leave my jacket at your place?<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">1982 called. It wants its pollution back.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">1,000 more likes and we get a puppy!<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">What distinguishes e-mail copy from other forms of writing?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Other forms as in a novel or the
<i>NY Times?</i> Or other direct response forms? I'm going with the latter. E-mail is:<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:6.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l0 level1 lfo6">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Certainly shorter than most direct mail.<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:6.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l0 level1 lfo6">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">More casual.<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:6.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l0 level1 lfo6">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">More personal.<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:6.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l0 level1 lfo6">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Frequent and single-focused vs. occasional and complex. (Except for maybe, e-newsletters).<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;margin-bottom:6.0pt;margin-left:15.0pt;text-indent:-.25in;mso-list:l0 level1 lfo6">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Visual! That doesn't always mean lots of images, but it could.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">Does a P.S. have the same power in an e-mail as it does it snail mail?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Jury's still out on that. Some organizations have found a P.S. lifts response; others have seen no lift.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">How are smartphones and tablets impacting the way donors read e-mail?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">If your e-mail isn't mobile-enabled, you're in trouble. Same goes for your landing pages—and maybe your whole Web site.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">However! The upside is that smartphones and tablets make reading and responding to e-mail when you're on the bus or otherwise away from your laptop
much more enjoyable. So chances are better that your busy reader might actually read your e-mail when she's on the run.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">The best timing for e-mail—is it still Tuesday through Thursday, 9:30-11:30 a.m. and 1:30-4:00 p.m.?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">I always say the best time to send your e-mail message is when it's ready. However, the real best time is the moment your audience is most expecting
it based on the news, what they're doing at the time, and what your offer is.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">The tried and true weekday times still tend to be better for lots of things, but it does depend on a lot of other factors, so I wouldn't make that
a hard and fast rule.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">Should I ask for a donation in the subject line, or would you recommend a less direct approach?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Depends on what's happening in the world. In a crisis, when the only or best way to help is donating—sure. Year-end? It can work. Other times? Dicey.
You don't want to say you're <i>not</i> asking for money in the subject line, but there may be a more enticing way into your story.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">What's the fine line, in terms of frequency, between sending enough e-mail to keep people engaged and sending too many, thereby
lowering open rates and increasing unsubscribes?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">I think you're assuming way too many things in that question! First, you kind of imply that "sending a lot" of e-mail is the same as "sending too
many" messages. And, whoa, I think you also decided that sending too many e-mail messages automatically lowers open rates and increases unsubscribes. Sure about that?<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Look—I get that it can look that way. Sending too much BAD e-mail can seem like too many e-mail messages and can certainly decrease response. But
you know what? If you send good e-mail—really good e-mail—every day, it won't seem like too much, and it can actually increase your response metrics. The problem is that most nonprofits don't have the time or skills to deliver good e-mail frequently. Or—eek—at
all! And then we blame the frequency and not the content.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">But if what you're asking me for is some sort of rule, I guess I'd say that if you can't gather your best together in an e-mail twice a month or
so, then you really have no business sending e-mail at all. And if your words are golden more than twice a week, absent a crisis or critical time period, I'd be quite surprised.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">What's a respectable open rate for our e-mails to donors?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Respectable? Hmm. There's a wide range! For big organizations, over 10 percent isn't bad. And many small organizations see much higher open rates.
Most important is that you're tracking your open rates and setting your own (respectable) benchmark.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">Compared to direct mail, is e-mail a good medium for acquiring donors? And, if so, is there a qualitative difference between the
acquired donors?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Let's broaden the conversation to say, simply, online instead of just e-mail—and in doing so, the answer is definitely yes! In fact it's cheaper
than many offline sources. Inspire prospects to head to your Web site to give, sign up for an e-mail list, or engage in social media, and you've got a great source of new names.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C">For a long time, we've known that long letters outpull short ones. Is it the same with e-mail?</span></b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#00457C"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Length, schmength. Most people have found that it doesn't usually make much difference. Some have found that short—really short—e-mail at the end
of a big campaign can outperform a longer message. But, by and large, it's not a huge deal. And if so, why burn all that time and energy on a long message? Keep it short!<o:p></o:p></span></p>
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</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">How useful did you find this interview? Give us
<a href="https://www.research.net/s/e-mail-fundraising" target="_blank" title="Feedback (opens in new window)">
<span style="color:#0D64A9">your feedback</span></a><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">© 2013, Emerson & Church, Publishers<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><i><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Madeline Stanionis has been raising money, organizing, and communicating for organizations and causes for 20 years, not counting her second-grade
campaign for George McGovern. She is the CEO of <a href="http://www.watershedcompany.com" target="_blank" title="Watershed (opens in new window">
<span style="color:#0D64A9">Watershed</span></a>, an online fundraising and advocacy agency; past president and creative director of Donordigital, a full-service online fundraising, advocacy, and marketing company; and author of</span></i><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">
<a href="http://www.emersonandchurch.com/books/raisingwithemail.html" target="_blank" title="Raising Thousands ... with Email (opens in new window)">
<span style="color:#0D64A9">Raising Thousands (if Not Tens of Thousands) of Dollars with Email</span></a>.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><i><span style="font-size:9.0pt;font-family:"Arial","sans-serif"">Note: The views expressed in this interview are those of the participants and may or may not represent GuideStar's opinions. GuideStar is committed
to providing a range of topics and perspectives to our users. We make every effort to obtain articles from knowledgeable, trustworthy sources, but we make no warranties or representations with regard to content provided by persons outside GuideStar.</span></i><span style="font-size:9.0pt;font-family:"Arial","sans-serif""><o:p></o:p></span></p>
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<p class="MsoNormal"><span style="font-size:8.0pt;font-family:"Arial","sans-serif"">[photo] Madeline Stanionis<o:p></o:p></span></p>
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<b>Sent:</b> Thursday, July 18, 2013 8:08 AM<br>
<b>To:</b> Rovig, Lorraine<br>
<b>Subject:</b> July 18, 2013: Raising Thousands of Dollars by E-mail<o:p></o:p></span></p>
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<p style="margin:0in;margin-bottom:.0001pt;line-height:10.5pt"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:white">July 18, 2013
<o:p></o:p></span></b></p>
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Thousands of Dollars with E-mail: Interview with Madeline Stanionis</span></a></span><span style="font-size:10.5pt;font-family:"Arial","sans-serif";color:#002C5E"><o:p></o:p></span></h2>
<p style="margin:0in;margin-bottom:.0001pt;line-height:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#333333">How long should the subject line be? How long should the
<em><span style="font-family:"Arial","sans-serif"">message</span></em> be? And other secrets of e-mail fundraising.
<a href="http://messages.guidestar.org/c.html?ufl=f&rtr=on&s=7cmmn,1awih,jlx,dkxx,7n14,l4xs,nl3&MLM_MID=2188313&MLM_UNIQUEID=f0c4007767">
<span style="color:#0D64A9">Read more</span></a><o:p></o:p></span></p>
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Things Your Board Can Do to Lead with Accountability and Transparency</span></a><o:p></o:p></span></h2>
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</v:shape><![endif]--><![if !vml]><a href="http://messages.guidestar.org/c.html?ufl=f&rtr=on&s=7cmmn,1awih,jlx,808x,4203,l4xs,nl3&MLM_MID=2188313&MLM_UNIQUEID=f0c4007767"><img border="0" width="100" height="39" src="http://www.elabs6.com/content/12346511/board-source-logo-100x39.png" align="right" hspace="10" alt="BoardSource Logo" v:shapes="_x0000_s1027"></a><![endif]><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#333333"><a href="http://messages.guidestar.org/c.html?ufl=f&rtr=on&s=7cmmn,1awih,jlx,808x,4203,l4xs,nl3&MLM_MID=2188313&MLM_UNIQUEID=f0c4007767"></a></span><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#333333">Five
steps will let the board lead by example. <a href="http://messages.guidestar.org/c.html?ufl=f&rtr=on&s=7cmmn,1awih,jlx,6sbz,2kxw,l4xs,nl3&MLM_MID=2188313&MLM_UNIQUEID=f0c4007767">
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<p style="margin:0in;margin-bottom:.0001pt;line-height:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#333333">IRS Exempt Organizations is offering a full lineup.
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<p style="margin:0in;margin-bottom:.0001pt;line-height:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#333333">Thanks to a partnership with Grassroots.org, free Web hosting, Web builder, search engine optimization (SEO) consulting,
and social venture consulting are just a few of the benefits available. <a href="http://messages.guidestar.org/c.html?ufl=f&rtr=on&s=7cmmn,1awih,jlx,fhss,ao8b,l4xs,nl3&MLM_MID=2188313&MLM_UNIQUEID=f0c4007767">
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<p style="margin:0in;margin-bottom:.0001pt;line-height:12.0pt"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:#333333">Give your fundraising and brand a boost by asking your supporters to write reviews about you.
<a href="http://messages.guidestar.org/c.html?ufl=f&rtr=on&s=7cmmn,1awih,jlx,6af9,8eqr,l4xs,nl3&MLM_MID=2188313&MLM_UNIQUEID=f0c4007767">
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<h2 style="margin-top:0in;line-height:12.0pt"><span style="font-size:10.5pt;font-family:"Arial","sans-serif";color:#002C5E">Our Next Webinar<o:p></o:p></span></h2>
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July 30, 2013, 1 p.m. ET<br>
<a href="http://messages.guidestar.org/c.html?ufl=f&rtr=on&s=7cmmn,1awih,jlx,h1wi,amgw,l4xs,nl3&MLM_MID=2188313&MLM_UNIQUEID=f0c4007767"><span style="color:#0D64A9">Register now</span></a><o:p></o:p></span></p>
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<span style="font-size:10.0pt;font-family:"Arial","sans-serif";color:#666666">Volume 13, Issue 7, part 2, July 18, 2013
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