Non-profits must become deeply engaged in the ways that their donor communities are using social technology.

We are telling veterans they must sacrifice to pay for the pet projects and contracts to campaign donors of powerful members of Congress.

We created a line of pet food called Nutrish that's made to human standards and 100 percent of the proceeds go to animal rescue. One of our top-tier donors is the ASPCA and they help us challenge animal shelters all across the country to get more animals placed in homes.

When museums are built these days architects directors and trustees seem most concerned about social space: places to have parties eat dinner wine-and-dine donors. Sure these are important these days - museums have to bring in money - but they gobble up space and push the art itself far away from the entrance.