first_img5 May 2011 President Jacob Zuma gave the promotion of South Africa’s burgeoning tourism industry a boost by signing “The Golden Book”, a campaign by global tourism pacesetters, on the sidelines of the World Economic Forum on Africa in Cape Town on Wednesday. Zuma became the first African head of state to make an entry in the book, which is a joint initiative by the UN World Tourism Organisation (UNWTO) and the World Travel and Tourism Council (WTTC) to position travel and tourism higher in the global agenda. The campaign seeks to mobilise recognition and support for travel and tourism from world leaders by demonstrating its crucial role in economic growth, job creation and development. “We take tourism very seriously in this country, given its job creation potential,” Zuma said. “That is why we have identified tourism as one of the six job drivers in our New Growth Path framework. “Tourism’s contribution to the GDP of our economy has increased from just less than five percent in 1994 to an estimated 7.7 percent in 2010.” Zuma said the country’s tourism sector was well placed to address unemployment “given its labour-intensive nature.” The President said tourism jobs were not only created in the travel and tourism industry, but also in the manufacturing, financial services, agriculture, healthcare and others areas of the economy. South Africa aims to increase the number of foreign arrivals from 7-million in 2009 to 15-million by 2020. “We plan to increase tourism’s total contribution to the economy from R189-billion in 2009 to R499-billion by 2020,” Zuma said. “Most importantly, we want to create 325 000 new tourism jobs by 2020. We will do everything possible to promote and grow the tourism sector so that we can achieve these developmental goals.” Among those who attended the signing ceremony were WTTC President David Scowsill, UNWTO ethics committee president Dawid de Villiers, and Tourism Minister Marthinus van Schalkwyk. The signing took place on the sidelines of the World Economic Forum on Africa conference being held at the Cape Town International Convention Centre. Source: BuaNewslast_img read more

first_imgTop Reasons to Go With Managed WordPress Hosting Related Posts Why Tech Companies Need Simpler Terms of Servic… 8 Best WordPress Hosting Solutions on the Market A Web Developer’s New Best Friend is the AI Wai…center_img richard macmanus Topic navigation is up and running on Read/Write Web, including cross-postingto both K-Collector and TopicExchange. You’ll notice on the main menu, it now lists internal topics (orcategories if you prefer – you say tom-ah-to, I say tom-ay-to). And in my RSSfile, I’ve added references to both KC and TE. Here’s basically what I added inthe MT template:” ent:href=”http://topicexchange.com/t/<$MTEntryCategory dirify=”1″$>/”><$MTEntryCategory dirify=”1″$>” ent:id=”<$MTEntryCategory dirify=”1″$>”><$MTEntryCategory$>The KC and TE references are pretty similar, except that KC doesn’t need thedirify=”1″ bit for the topic name. Dirify in this context just meansthe topic value is made lower-case and if it’s a double word an underscore isadded between the two words.Each post references R/WW, KC & TCAt the end of each individual post, you’ll now notice there are 3 links: thefirst one takes you to the Read/Write Web archive for the topic I’ve specifiedfor the post. The next two links take you to the respective KC and TE pages forthat topic. This is all done automatically using the tag (oh,did I mention I’m using Category now instead of Keyword?). There is one downside: sometimes TE and KC won’t have the same topic name asme. In the case of this post here, I’m using the topic name “MovableType” – which is fine because both TE and KC have a topic by that name. Buta lot of times the topics don’t synch. But that’s a whole other issue, which Ican’t fix by myself.So that’s me done with topics for a little while. I’m going to relax a bitthis week and write up some laid-back R/WW posts. Tags:#Info Architecture#Publishing Services#web last_img read more

first_imgTop Reasons to Go With Managed WordPress Hosting Recently we’ve been exploring how the book industry is adjusting to electronic books. There are pros and cons to eBooks, but regardless the industry is moving to digital formats fast – even to the point of the Oxford English Dictionary considering not publishing another print edition.Some book publishers aren’t just adjusting to eBooks, they’re embracing them with open arms. Moving Tales is one such publisher. It recently released a book as an iPad app, called The Pedlar Lady of Gushing Cross. Moving Tales, as the name implies, is a producer of animated books. It’s a mix of movies and books, but does it work?Moving Tales aims to “bring stories to life,” through multimedia features such as 3D animation, music, voice overs, sound effects, alternate views and animation of text “using the iPad’s accelerometer.”The company also makes use of features native to a tablet-like device, such as page swipe or tap for page turning and what it describes as “extras to ensure no two viewings [are] alike.”The Pedlar Lady is a book about “the journey of a poor pedlar woman who, guided by the shifting line between the real and the unreal, discovers a surprising and wonderful treasure.” It costs $4.99 in the App Store. Tags:#E-Books#NYT#web richard macmanus 8 Best WordPress Hosting Solutions on the Market The story is told almost as if it’s an animated film, with voice over and sound affects optionally accompanying the animation. The words are also present of course, allowing you to read the text sans sound if you prefer.Novelty, or The Future of eBooks?The overall effect of The Pedlar is akin to a graphic novel, in that the animation is a core part of the experience. With traditional works of fiction, the reader uses her imagination to bring the text to ‘life.’ And that’s much of the fun, as anyone who has seen a movie version of a novel before reading the novel will attest. If you see the movie first, when you read the book you then have a set picture in your mind about what the characters look and act like. Whereas if you read the book first, you fill in those details in your own mind – even adding bits of yourself or people you know to the fleshed out characters in your head.Reading this iPad book took some of that internal magic away from me, but arguably added enough magic of its own to compensate. So is this the future of eBooks? My answer is that it’s one future. There are certain works of fiction that would lend themselves well to animation and sound effects: childrens books, poetry books where the poet wants to augment their words with the help of animation, books with strong imagery where animation would enhance the experience (the short stories of Edgar Allan Poe, for example).Many other books will be best left to the reader’s visual imagination, or are simply too wordy or complex to convert into an animated story.This form of eBook also is very insular, in that it has no social features and no links to external Web content. This perhaps says more about what Apple allows an iPad application to easily do. Still, it’s worth noting that eBooks are capable of a much more expansive experience than what Moving Tales presents.The Pedlar Lady is an impressive eBook though, visually stunning and stylishly delivered. What are your thoughts on animated eBooks? Also let us know in the comments if you’ve come across similar eBooks – on the iPad, PC, or other devices. Related Posts Why Tech Companies Need Simpler Terms of Servic… A Web Developer’s New Best Friend is the AI Wai…last_img read more

first_imgIn Pt1 of this blog post I looked at a SQL Query and data set to run in Hadoop and in Pt2 wrote the Map function to extract the relevant fields from the data set to satisfy the query. At this point however we still have not implemented any of the aggregate functions and still have a large key and value intermediate data set. The only data eliminated so far has been the lines examined where the date was not less than or equal to 11-AUG-98. On the test data set out of the initial 600037902 lines of data we now have 586996074 lines remaining, to complete the query we now need to write the reduce phase. The Reduce method will extend the Reducer class. This needs to accept the intermediate key value pairs output by the mapper and therefore will receive as input the key which is fields 9 and 10  concatenated and the DoubleArrayWritable containing the values. For every key we need to iterate through the values and calcuate the totals required for the SUM(), AVG() and COUNT() functions. Once these have been calculated we can format the output as text to be written to a file that will give us exactly the same result as if the query had been processed by a relational database. This reduce phase will look something as follows by simply adding all of the values in the array for the SUM() functions and then dividing by the COUNT() value to calculate the result of the AVG() functions.nfor (DoubleArrayWritable val : values) {x = (DoubleWritable[]) val.toArray();sum_qty += x[0].get();sum_base_price += x[1].get();sum_discount += x[2].get();count_star += x[3].get();sum_disc_price += x[4].get();sum_charge += x[5].get();        }avg_qty = sum_qty/count_star;avg_price = sum_base_price/count_star;avg_disc = sum_discount/count_star;/* Format and collect the output */Text tpchq1redval = new Text(” “+sum_qty+” “+sum_base_price+” “+sum_disc_price+” “+sum_charge+” “+avg_qty+” “+avg_price+” “+avg_disc+” “+count_star);       context.write(key, tpchq1redval);       }  }nCoupled with the Map phase and a Job Control section (this will be covered in the next post on running the job) this Job is now ready to run. However as we have noted previously just for our 100GB data set the map phase will output over 58 million lines of data which will involve a lot of network traffic and disk writes. We can make this more efficient by writing a Combiner.The Combiner also extends the Reducer and in simple cases but not all (as we will cover in a moment) can be exactly the same as the Reducer. The aim of the combiner is to perform a Reducer type operation on the subset of data produced by each Mapper which will then minimise the amount of data that needs to be transferred throughout the cluster from Map to Reduce. The single most important thing about the Combiner is that there is no certainty that it will run. It is available as an optimization but for a particular Map output it might not run at all and there is no way to force it to run. From a development perspective this has important consequences, you should be able to comment out the line in the Job Control section that calls the Combiner and the result produced by the MapReduce Job stays exactly the same. Additionally the input fields for the Combiner must be exactly the same as expected by the Reducer to operate on the Map output and the Combiner output must also correspond to the input expected by the Reducer.  If you Combiner does not adhere to these restrictions your job may compile and run and you will not receive an error, however if not implemented correctly your results may change on each run from additional factors such as changing the imput block size. Finally the Combiner operation must be both commutative and associative. In other words the Combiner operation must ensure that both changing the order of the operands as well as the grouping of the operations you perform does not change the result. In our example the SUM() function is both commutative and associative, the numbers can be summed in any order and we can perform the sum operation on different groups and the result will always remain the same. AVG() on the other hand is commutative but not associative. We can calculate the average with the input data in any order, however we cannot take an average of smaller groups of values and then take the average of this intermediate data and expect the result to be the same. For this reason the Combiner can perform the SUM() operation but not the AVG() and can look as follows producing the intermediate sum values only for the Reducer.nfor (DoubleArrayWritable val : values) { x = (DoubleWritable[]) val.toArray();sum_qty += x[0].get();sum_base_price += x[1].get();sum_discount += x[2].get();count_star += x[3].get();sum_disc_price += x[4].get();sum_charge += x[5].get();  }outArray[0] = new DoubleWritable(sum_qty); outArray[1] = new DoubleWritable(sum_base_price); outArray[2] = new DoubleWritable(sum_discount); outArray[3] = new DoubleWritable(count_star); outArray[4] = new DoubleWritable(sum_disc_price);outArray[5] = new DoubleWritable(sum_charge);DoubleArrayWritable da = new DoubleArrayWritable();da.set(outArray);context.write(key, da);     }  nAt this stage we have written the Mapper, Reducer and Combiner and in Pt4 will look at adding the Job Control section to produce the completed MapReduce job. We will then consider compiling and running the job and tuning for performance.last_img read more

first_imgChris Darimont discusses the impact of humans’ unique predatory behavior on the planet, and Catherine Matacic talks with Sarah Crespi about whistled languages, Neolithic massacres, and too many gas giants. Hosted by Sarah Crespi.last_img

first_img‘A complete lie:’ Drilon refutes ‘blabbermouth’ Salo’s claims Davis leads Pelicans’ rout of Lakers MOST READ Grizzlies: Are 7-7 against teams on the second night of a back-to-back. Oklahoma City lost to Cleveland on Tuesday night. … F Chandler Parsons returned after an extended absence with right knee soreness. He played 12 minutes, scoring five points. … At 18-38, Memphis is at its lowest percentage of wins before an All-Star break since the 2008-09 season, when it was 15-37.YOU GET A T, AND YOU GET A T, AND.The Grizzlies were whistled for four technical fouls in the game, including one for Bickerstaff and another for Evans. Harrison actually was disqualified from the game twice, first for drawing his sixth foul with 5 seconds left in the game, then getting a technical as he left — his second of the game. He was whistled for the first early in the third quarter.HARRISON IMPROVEMENTHarrison reached a career high in points for the second time in the last three games — a stretch that started after a nine-point performance with four turnovers against Atlanta on Feb. 6. Bickerstaff noted there was “a hard conversation” with Harrison before the guard eclipsed his previous career best with 23 points against Utah. “Tonight, you saw the confidence and the belief in himself,” Bickerstaff said. “You saw the shots he was making down the stretch. He just has to be that guy over and over and over again.”UP NEXTThunder: All-Star break. Return Feb. 22 for a road game against SacramentoGrizzlies: All-Star break. Return Feb. 23 to host the Cleveland Cavaliers.Sports Related Videospowered by AdSparcRead Next Ethel Booba on hotel’s clarification that ‘kikiam’ is ‘chicken sausage’: ‘Kung di pa pansinin, baka isipin nila ok lang’ Oklahoma City Thunder guard Russell Westbrook (0) is fouled by Memphis Grizzlies guard Mario Chalmers (6) as he drives to the basket in the first half of an NBA basketball game Wednesday, Feb. 14, 2018, in Memphis, Tenn. (AP Photo/Brandon Dill)MEMPHIS, Tenn. — Despite a 28-point performance from Paul George and another triple-double by Russell Westbrook, the Oklahoma City Thunder still needed a last-minute push to gain a win.The Thunder almost squandered a 22-point, second-half lead before scoring the final six points to escape with a 121-114 victory over the Memphis Grizzlies on Wednesday night. The win was only Oklahoma City’s third in the last nine.ADVERTISEMENT ‘We cannot afford to fail’ as SEA Games host – Duterte Judiciary Committee set to take over Trump impeachment probe SEA Games: PH still winless in netball after loss to Thais Robredo: True leaders perform well despite having ‘uninspiring’ boss PLAY LIST 02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Gamescenter_img BeautyMNL open its first mall pop-up packed with freebies, discounts, and other exclusives “The first half we were great and generated really good shots,” Thunder coach Billy Donovan said. “I thought we came out in the third quarter with the right mindset, but we struggled to put the ball in the basket. That made us a little stagnant, and we were never able to find that rhythm like we had in the first half.”Westbrook finished with 15 assists and 13 rebounds in his 17th triple-double of the season. Carmelo Anthony added 19 points.FEATURED STORIESSPORTSSEA Games: Biñan football stadium stands out in preparedness, completionSPORTSPrivate companies step in to help SEA Games hostingSPORTSBoxers Pacquiao, Petecio torchbearers for SEA Games openingOklahoma City had a 22-point advantage early in the third, but Memphis outscored the Thunder 31-19 in the quarter to cut it to 92-84. The Grizzlies eventually cut it to 115-114 on a step-back 3-pointer from Tyreke Evans that banked in with 47 seconds left.But Anthony answered with a 3-pointer — the Thunder’s 17th of the game — with 26 seconds remaining to seal the victory. The 17 3-pointers is a record for the team since they came to Oklahoma City. The bulk of those came through the first three quarters as the Thunder built their lead. LATEST STORIES Hotel says PH coach apologized for ‘kikiam for breakfast’ claim Don’t miss out on the latest news and information. “I just thought we got hot,” said George, who was 6 of 9 from outside the arc. “We moved the ball and we just made the game easy.”Andrew Harrison led the Grizzlies with a career-high 28 points, while Evans finished with 23 points and nine rebounds. Jarell Martin had 17 points and eight rebounds as Memphis lost its seventh straight.Interim coach J.B. Bickerstaff praised his team for not quitting when they trailed 73-53 at halftime in the Grizzlies’ last game before the All-Star break.“They could’ve easily laid down, packed it in and got ready for vacation. But you see time and time again, that’s not their makeup,” Bickerstaff said. “That’s not who they are.”TIP-INSThunder: Have won eight of the last nine in the series. … The 73 first-half points were three short of Oklahoma City’s high for a half this season. . Oklahoma City is 12-5 when Westbrook records a triple-double. . George has led the Thunder in scoring in five straight. .The Thunder were 11 of 18 from the field, including 8 of 12 from outside the arc in the second quarter, while outscoring Memphis 39-20 in the frame.ADVERTISEMENT PH military to look into China’s possible security threat to power grid View commentslast_img read more

first_imgRobin van Persie celebrates after scoring a late goal for Man Utd against ChelseaRobin van Persie rescued Manchester United with a goal in the fourth minute of stoppage time to earn a 1-1 draw with leader Chelsea in the Premier League on Sunday.The Netherlands striker rammed home a loose ball from 10 meters to make amends for his error that helped Chelsea take the lead in the 53rd minute through veteran striker Didier Drogba.Drogba met a corner from Cesc Fabregas with a towering header that should have been kept out by Van Persie, who was supposed to be guarding the near post.Chelsea looked like seeing the game out until right back Branislav Ivanovic was sent off in stoppage time for picking up a second booking for a foul on Angel Di Maria. United scored from the resulting free kick, with Van Persie pouncing after Marouane Fellaini’s header was parried out by goalkeeper Thibaut Courtois.Chelsea’s lead has been cut to four points by surprising Southampton but Jose Mourinho’s unbeaten team is now six points ahead of third-place Manchester City, arguably its biggest rival for the title.Didier Drogba celebrates after scoring the opening goal for Chelsea against Man UtdStill this was an opportunity lost by Chelsea, which threw away two points in Manchester like it did a month ago a month ago when conceding late in a 1-1 at City.”Is it a good result? I don’t think so,” Mourinho said. “Was it a good performance? Yes.”advertisementUnited stayed 10 points behind Chelsea but is showing great fighting spirit under Louis van Gaal, having also scored late in a 2-2 draw at West Bromwich Albion on Monday.”I’ve said to the players we could have won,” Van Gaal said. “And when you can do that again the best team in this league at this moment it is a good sign.”I am pleased that they are fighting to the end.”A draw was arguably a fair result in a match that pitted two of world football’s best tacticians in Mourinho and Van Gaal, who mentored the Portuguese coach during their time together at Barcelona from 1997-2000.They shared a warm embrace before kickoff for their first head-to-head meeting since the 2010 Champions League final. On that occasion, Mourinho’s Inter Milan beat Van Gaal’s Bayern Munich for a win for the pupil over his master.Four years on, they are widely regarded as two of the most wily, respected managers around and it was always likely to be a tight, tactical affair at Old Trafford. That was how it turned out.Robin van Persie scored in the fourth minute of the stoppage time to deny ChelseaThe first half ebbed and flowed with each goalkeeper having only one genuine save to make. Courtois spread himself well to deny Van Persie, who had run onto a through-ball from the lively Adnan Januzaj in the 23rd minute as United made the faster start.At the other end, Drogba – starting a league game for the first time in his second spell at Chelsea with top scorer Diego Costa and Loic Remy unavailable – drove a shot at goal from Oscar’s cut-back but it was kept out by the feet of David de Gea.De Gea did even better to deny a low shot from Eden Hazard at the start of the second half after the winger dribbled through the heart of the United defense. However, the goalkeeper wasn’t helped by the defending from the resulting corner.Drogba drifted to the near post and leapt above the diminutive Rafael de Silva to meet an inswinging cross from Fabregas with a header that flew between Van Persie and the near post. Van Persie had left his position on the post, only to belatedly retreat and was off-balance when the ball went past him.The Dutchman made up for it with his late intervention in the final scheduled minute of injury time.”It was not our best performance. That’s a pity, because at this moment you have to show yourself against the better teams,” Van Gaal said. “But we have created more chances than Chelsea.”last_img read more

first_imgDiminutive Delhi wicketkeeper Rishabh Pant slammed a brilliant triple hundred but it went in vain as Maharashtra took the all-important first innings lead in the Ranji Trophy Group B match that ended in a draw on Sunday.Pant compiled 308 off only 326 balls laced with as many as 9 sixes and 42 fours and brought Delhi very close to Maharashtra’s huge first innings score of 635/2 declared.However, he fell in trying to hit a 10th six, one ball after he had lofted left-arm spinner Satyajeet Bachhav over the rope, when Delhi were 58 runs behind Maharashtra’s first innings total.The dismissal of Pant, who had kept wickets over the first two days and then came down to bat at No.5 when Delhi were 135/3, ended his team’s hopes as Maharashtra polished off the remaining three wickets for 13 runs to terminate the northern team’s first innings at 590 for a lead of 45.In the remaining time, Maharashtra made 58 without loss before the game was called off by mutual consent.BENGAL BAG THREE POINTSAbhimanyu Easwaran scored his second century of the match as Bengal logged home three points against Uttar Pradesh by virtue of their first innings lead in a drawn Ranji Trophy group league encounter.After securing a vital 56-run first innings lead, Bengal employed a safety-first approach declaring at 274/6 in 76 overs leaving UP with an improbable target of 331.The two captains shook hands when UP scored 70 for no loss in 20 overs. UP got a point from the game.Just like the first day, the final day also belonged to the right-handed opener Easwaran carried his bat through the innings with an unbeaten 110 following his 142 in the first innings.advertisementThis was his third first-class hundred and batted for a period of more than five and quarter hours, facing 209 balls. There were 11 boundaries in his innings.YUVRAJ, BOWLERS GIVE PUNJAB SIX POINTSIn-form skipper Yuvraj Singh’s timely declaration paid off as his bowlers fired in unison to help Punjab bundle out Madhya Pradesh for 180 and notch up a 126-run win in their Group A Ranji Trophy match.Chasing 307 runs for an outright victory, Madhya Pradesh were bowled out in 64.4 overs at the CH Bansi Lal Cricket Stadium.Pacer Manprit Gony was the wrecker-in-chief for Punjab, returning figures of 4/41, while Siddarth Kaul (3/42) and Sandeep Sharma (2/25) provided the much-needed support at the other end.Punjab will pick six points for the outright win.last_img read more

first_imgWant more email fundraising tips? Join us on Tuesday, September 26 at 1pm EDT for a 30-minute webinar, #NFGTips: Your Email Strategy for Year-End. Can’t make that time? Register anyway and we’ll send you the recording. Click here to save your spot! Editor’s note: Want more email fundraising tips? Join us on Tuesday, September 26 at 1pm EDT for a 30-minute webinar, #NFGTips: Your Email Strategy for Year-End. Can’t make that time? Register anyway and we’ll send you the recording. Click here to save your spot!In my last article I discussed the importance of getting all your year-end ducks in a row.Today we’re going to take a quack at assuring your year-end email series gets opened and acted upon.A quack at it?Yes! Because I’m guessing you don’t have your ducks lined up to make this year’s email appeal worth all your effort.  What do I mean? I mean the majority of folk receiving your email will simply hit ‘delete.’ And that’s just not going to pay your bills.You need to get all your email duckies in a row. And I know exactly which three are missing.I’ve been in that duck pond. I know where your world-wide webbed feet are taking you.You’re painstakingly wordsmithing the appeal message… agonizing over just the right tag line… angsting over which photo is the most compelling… meticulously crafting your killer call to action… thoroughly assuring your donate button link is working… worrying about your colors and type face… and distressing about how you’ll measure your results. All essential things. But your email is still going to drown.Yup. Your poor little email is just a sitting duck for that delete button.Unless… you shift some of your energy to three simple, yet too often overlooked or back-burnered, things: The “From” line The “Subject” line List segmentationLet’s Start with the “From” LineThis is arguably the most important part of your email. According to a Constant Contact study, 64% of people open emails because of the organization it is from; compared with 47% of people opening emails because of what’s in the subject line. To avoid having your precious email wind up in the trash bin, you need to use the ‘Just Ducky! ’ Rule. And the ‘From’ line is at the heart of this rule. Let me explain.When folks see an email from you in their inbox you want them thinking “That’s just ducky!  An email from _____. She always has something interesting to say.”Whose emails do you open first? Chances are good that when you open your email box a majority of the messages are of little interest to you. You don’t know who they’re from, they look like junk, or they’re coming from someone who doesn’t interest you enough to compel you to open their message.  If you have time, maybe you will.  If you don’t, maybe you’ll hit “delete.”Who the email is from is often what motivates people to open it.  Your email should come from a person or brand your targeted reader knows, trusts and, ideally, likes.  Often this will be the E.D.  It could also be another beloved staff member or lay leader. Even when you have a trusted brand, you’ll likely get a better response from the person at the brand. People give to people, not institutions. If you’re not sure about this, it’s certainly something worth testing!Don’t duck out on this responsibility, please. Think about who the email is coming from before you begin to write.  Don’t leave it until the very end. Too often no one thinks about it; then the IT person or the administrative assistant is assigned to “launch” the email. Typically they do one of two things: (1) simply launch the email from a corporate account, or (2) innocently ask “Who’s it coming from?”The first is not so good, because it’s a thoughtless approach.  The second is not so good, because it’s an afterthought (and I’ve seen more than one occasion where the appeal was delayed because it took awhile to find a signatory or to create a new “from” email account that would work).Put a feather in your cap by planning ahead so that when your reader opens their inbox they exclaim: “Just Ducky!”Let’s Make your Subject Line a Real Firequacker!The subject line is the window into your message. 33% of email recipients open emails based on the subject line alone (Source: Convince and Convert).To be a great e-mallard you’ve got to give the reader a reason to open the email. Waddle you gonna do about this? You’re gonna make your subject line one or more of these things: urgent; intriguing; exciting; specific; useful; compelling; emotional, shocking or funny (even daffy). That’s what it takes to get folks flocking to you.Here are a few real examples:Four pounds, that’s what’s up This led to email about how a food bank client had gained weight after receiving nutritious food at an on-site pantry at her senior apartments.) Intriguing/FunnyAbandoned by budget cuts, they’re counting on usThis led to e-appeal to fund home care for seniors who were losing critical lifeline services due to budget cutbacks). Urgent/SpecificWhy the cheerleaders shaved their heads This led to a message from Indianapolis Colt’s coach Chuck Pagano, who was battling leukemia. Shocking.Get into your donor’s head as much as you can, and try to make it about the donor rather than your fundraising goals. For those who’ve given in the past, how about a simple: Did you forget you made this possible? This also has the subtle psychological benefit of reminding them they already did something. (Remember, one of Robert Cialdini’s 6 Principles of Influence is “commitment and consistency.”).  Compelling. Specific. Intriguing.Is it all over between us?This was suggested by grassroots fundraising guru Kim Klein. Emotional. Compelling.You have only a few seconds to capture attention. Subject lines with less than 50 characters have open rates 12.5% higher than those with 50 or more, and click-through rates are 75% higher. So generally plan to keep your subject line to 50 characters or fewer.For more inspirations, check out some holiday email subject lines here. If you happen to use MailChimp they have a  free tool to test the strength of your subject line. They also help you add emoji’s, and they suggest words that will negatively affect your open rates – You may be surprised – two of them are: ‘Help’ and ‘Reminder.’You can find a whole duck boat-load of ideas – many of which are as good as they’re quacked up to be — in 200 More Email Subject Lines from End of Year Fundraising. Just avoid those that could be coming from any nonprofit (e.g., “Just 48 hours left” is not great. “48 hours left to rescue drowning ducks” is better).But don’t mislead. That will make you a dead duck. Folks don’t mind being teased a little, but they don’t like being lied to. If folks open your email, but then see it’s not at all about what you promised, they’ll toss you right out.While we’re at it, consider your pre-header.  That’s an extra tool to convince your subscribers to quack open your email. What is it? It’s the snippet of text at the top of your email (or a link to the online version) that your subscribers see first, sometimes even before they open the email. Because even if you get your email open, studies show that 51% will delete your email within 2 seconds of opening it.  Aargh!Most email clients display the pre-header right after the subject line. This means if you’re using images, you absolutely must include an ALT description of the image for those folks (most) whose images are blocked. Talk to your IT folk if you don’t know what I’m talking about. And keep in mind the typical inbox preview pane will only show 30 to 40 characters (the typical mobile device shows around 15 characters). So make your lead-in count.Segmentation can Make or Break your Campaign.Imagine you’re an animal rescue agency. Half of your supporters love dogs; half love cats. Wouldn’t it make sense to devise tailored messages for each segment?The same holds true for folks who gave big gifts vs. small ones. And folks who gave for the first time vs. ongoing donors.You want to tweak your appeal slightly to show people you know them.You also want to customize your asks (and your donation landing pages) to match the language in your appeal.The more specific and targeted you can be, the better.Once you get these three things nailed – “From” and “Subject Line” plus List Segmentation – getting your email opened will be like water off a duck’s back.Hasn’t this been pun?last_img read more