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

By Joe Dysart

Jeff Larche, vice president of interactive services for marketing agency ec-connection, agrees: “Once adopted by a critical mass of Internet users, RSS feeds will change interactive marketing permanently.”

Of course, many early adopters in the fundraising industry already are onboard with RSS communications, including organizations such as Neighbors for Neighbors; the Multiple Sclerosis Trust; Team Nuts; and St. Jude Children’s Research Hospital.