There are many ways for nonprofits to craft and optimize their email, according to Madeline Stanionis, whose book, Raising Thousands (if Not Tens of Thousands) of Dollars with Email, has been excerpted on GuideStar.org's website.

The article addresses every aspect of email, from the subject line to the elements of composition. Stanionis says subject lines should be brief -- around 50 characters -- and omit caps, exclamation points, and other symbols that might get it filtered as spam. Subject lines should also employ different strategies to catch the reader's attention, from simply telling them of the matter at hand (if it requires urgency) to enticing them with a provocative "tease" that bids them to read further and take action.

Stanionis also describes three elements of composition. Scanability and brevity are important, so fundraisers should stick to short sentences and paragraphs that hit one or two main points without flashy text, bullets, or graphics. Also, emails should be casual and up-to-the-minute, so they appear friendly, informal, and immediate to the donor.

To find out more about how to maximize fundraising via email, buy Staniois' book online.