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

By Joe Dysart

Why RSS?
The reason so many mailers hip to RSS are so excited about the pending boon in its usage is the medium’s clear superiority over e-mail when it comes to spam: No one can send someone an RSS message — which arrives in the RSS reader in the form of a hot-linked headline — unless the recipient subscribes to the feed by adding its URL to his reader.