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

By Joe Dysart

Besides giving control over the flow of information back to the recipient, RSS has in-the-know e-mailers jazzed because it eliminates the nagging worry of seeing a marketing message getting unfairly snagged in a spam filter. So far, there are no spam filters for RSS messages, and e-mailers hope there never will be.