Our friends over at Katya's Nonprofit Marketing Blog have given us the CliffsNotes version of a white paper recently released by Lyris HQ. The subject: Email Subject Lines: 15 Rules to Write Them Right. So, if you're like me and don't have a million hours in your day to read the full white paper, check out the summary on Katya's blog.

The white paper has some tried-and-true recommendations like "test, test, test" and "personalize" subject lines. One of my favorite tips is that "open rates don't necessarily measure subject-line success"—especially since it can be easy to get caught up in data metrics rather than looking at the real goals your organization is trying to achieve—like getting your constituents to take action, make a donation, or join your campaign.

Check it out, if only to give yourself some food for thought on how to improve your email subject lines and hopefully boost your campaigns.

If you haven't already watched this video on YouTube, I recommend you do if you're a nonprofit manager considering how to create one for your orgnaization.

Not only does it have a nice message about saving the world one girl at a time, but as a former nonprofit manager trying to come up with sticky viral campaigns, I think this video does a great job. And the part I like best about it, is that the message is clear and simple.

No, I'm not talking about the card game (though my grandma would be thrilled to be there if it was!) I'm talking about the 2008 Bridge to Integrated Marketing and Fundraising Conference taking place at the Washington Hilton from July 23-25 next month.

From them:

Want to give your fundraising an extra boost? Attend the 2008 Bridge Conference, July 23-25 in Washington, DC. Attendance to this very popular and well respected event is in part driven by the large concentration of high profile fundraisers, non-profits, associations, political organizations and direct marketers that make the Washington, DC area their headquarters.

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Better late than never, so the saying goes. This "live discussion" with author and social marketing guru Seth Godin was posted by The Chronicle of Philanthropy a couple of weeks back.

The outcome of the conversation between Seth and the varied nonprofit org participants revealed some true nuggets of wisdom on how nonprofits can better use marketing (both on- and offline) to harness new audiences and rejuvenate the existing ones.

The questions ranged from tips on nonprofits entering the world of social networking to using cell phones to send text messages about action campaigns. Godin has a fun, to-the-point style in fielding them with zingers like this:

The ultimate spam is cell phone spam. If you send me an unanticipated, impersonal, irrelevant ad on my cell phone, I will hate you forever. On the other hand, if I sign up, if I raise my hand, to hear from you with alerts, then it’s hugely effective.

You have to be vigilant that your team doesn’t cross the line. Just because it’s important to them doesn’t mean it’s important to me!

What’s the difference between the world’s second most popular Web site and nonprofits? According to Paul Graham, a co-founder of the venture capital company Y Combinator, not as much as you’d think. In a recent essay, Graham writes that in Google’s first year, it was indistinguishable from a nonprofit. When startups initially focus more on making what people want rather than making money, he charges, they’re more likely to achieve success. And when startups see themselves as benevolent, their founders are motivated to work harder because they feel they’re helping people.

Convio has released the results of its second Online Marketing Nonprofit Benchmark Index Study.

The key findings are:

Want to make your email newsletter the one that donors open? Here are  three ideas for coming up with content that is in high demand. I found them inspiring and uncomplicated. John Arnold, author of Email Marketing for Dummies, wrote them for business owners. I've paraphrased them here for your nonprofit work:

1. Be an Expert

You're an expert in your field. At least, that's what your donors believe. Even if you don't think of yourself as a leading authority, you certainly know more about your mission than your most of your donors do. Use your newsletter as a platform to solidify your expert status by providing credible advice and information.

"Every media pro worth her paycheck knows a great online media room means the difference between multiple column inches and a mere mention, if that," says Nancy E. Schwartz, nonprofit marketing expert. "Many nonprofit organizations now feature 'virtual press kits,' but an effective online press room is more than just a media kit."

Schwartz's 10 tips for getting media attention break out of the normal '10 tips' arena, and offer concrete, focused advice. Her 10 tips for what your online media room should have are:

   1. The absolute latest news
   2. Downloadable photos and graphics to accompany stories
   3. A directory of your organization's experts

There's no shortage of video-sharing sites out there, but YouTube is the one that's become a household name. Now your nonprofit can broadcast its message on its own YouTube nonprofit channel.

There are all kinds of ways NPOs can measure the effectiveness of their Web sites. All sorts of Web analytics exist for trying to determine the return on investment (ROI) of your organization's marketing efforts. One metric you might want to consider: What's your bounce rate?