But HOW to craft a great subject line?

Time to talk more in-depth about e-mail subject lines.  Copyblogger has some tips for crafting good headlines, which I've adapted to help us with our nonprofit e-mail subject lines.  (Don't you love the challenge of nonprofit marketing?  Unlike traditional products and services marketing, when you're fundraising you're selling something less tangible.  You're selling the good feeling of making a difference!)

• Direct Headlines go "straight to the heart of the matter."  Something like: Our New Blog Is Up & Running.


• Indirect Headlines are more subtle, piquing the readers curiosity.  A zoo might write The Eagles Have Landed.


• News Headline-style is self-explanatory.  For example: President of Cohen-King Foundation to Receive Nobel Prize.


• The "How-to" Headline is everywhere, but can be hard to adapt for nonprofits...maybe: How To Have Your Gift Doubled, to promote a challenge grant?


• Question Headlines "must do more than simply ask a question, it must be a question that...the reader can empathize with or would like to see answered."  How Can We Stop the Violence in Chicago?


• A Command Headline tells the reader what she needs to do, such as Donate Today to Keep Livanka Park Open!  The first word should be a verb.


• Reason Why headlines explain body text that consists of a numbered list of product features or tips, such as Eleven Ways You Can Help St. Francis' School Be Even Better!


• The Testimonial Headline works "because it presents outside proof that you offer great value."  Take what someone important has said about your organization and use their words!  Mayor: "Wichita House is a vital part of our city".