RSS feeds are the next wave of donor communication — and using them really is as simple as the name implies.

By Joe Dysart

Spam filters are a definite improvement in the world of cyber communications. But, face it, it’s annoying and potentially costly to have legitimate e-communications trapped in overzealous filters.

There’s a solution: RSS, or Really Simple Syndication. And, yes, it really is simple. Nonetheless, while some nonprofit organizations have been using RSS as an alternative to e-mail for some time now, others have hung back, unconvinced that a significant percentage of Web users actually are using RSS readers.