Another excerpt from Madeline Stanionis' outstanding new book on online fundraising has been published, this time by the good folks at TechSoup.org.  The excerpt is entitled: Learn key writing components to help capture constituents' attention and this is another "required reading" for anyone conducting online fundraising campaigns.  It covers subject lines, making your email scan-able, keeping it simple and short, being aware of "preview panes," and keeping the Internet medium in mind.  In case you missed the other free excerpt, click on over to Guidestar for Writing E-mails for Fundraising: The "Rules" Are a Bit Different from Your Other Communications.  Once you've read both these excerpts, you'll want to buy your own printed copy of the book.  You won't be disappointed, trust me.