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

By Joe Dysart

Not surprisingly, Web marketing gurus who have been tracking RSS’ growing popularity, and using RSS for years, are ecstatic. Steve Rubel, a senior vice president at global public-relations firm Edelman, describes the release of IE 7 as “the day the entire world gets RSS.”

“As more people start reading RSS feeds … it will force everyone to begin to integrate (RSS) feed communication initiatives in their marketing and PR programs,” Rubel says. “News and blog posts are just the beginning. Couponing and all kinds of other communiqués will go into (RSS) feeds, as well as ads and more.”